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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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