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Truth. Growth. Repeat.

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Table of Contents

Introduction xi How to use this book xv Part One: The Circle of True Purpose 1 1 Truth is a system 3 2 True Purpose 9 3 Attraction 27 4 Innovation 41 5 Growth 49 6 Reward 71 7 The right way around The Circle 101 8 The wrong way around The Circle 107 9 When The Circle becomes a galaxy 137 10 When The Circle becomes a black hole 143 Part Two: Finding your True Purpose 147 11 Picture this 149 12 Your first task: the Before Ad 153 13 Exercise A: Eulogy 157 14 Exercise B: Protest 165 15 Exercise C: Headline 187 16 Exercise D: Why Words 193 17 Exercise E: Purpose on a Page 203 18 Your final task: the After Ad 219 Part Three: Implementing your True Purpose 231 19 I get it, but what do I do with it? 233 20 Measuring your truth gap 235 21 You don t have to be perfect, you just have to want to be 245 22 Commercial viability 253 23 The Circle as a compass 267 24 The sliding doors effect 279 25 Ten tips for staying on-purpose 289 A final word 303 Coaching and conversation 305 Recommended reading 307 That other name on the cover 315 About the author 317 Index 323

About the Author

Mike Edmonds co-founded Meerkats, a brand leadership company built around the principles of consumer truth and organisational purpose. It has been named Campaign Brief Agency of the Year and has won awards around the world.

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