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A Culture of Purpose

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Table of Contents

Foreword by Daniel Goleman ix Introduction 1 PART 1 Placing Leaders with a Purpose at the Core 11 1 The Boost of Change Leadership 13 2 The Power of Influencing 30 3 The Impact of Results Delivery 46 4 The Payoff of Commercial Drive 64 5 The Scale of Strategic Orientation 81 PART 2 Hiring Talent with a Purpose at the Frontier 97 6 Spreading Faster with Engagement 99 7 Reaching Farther with Determination 118 8 Going Deeper with Insight 135 9 Staying Hungry with Curiosity 151 PART 3 Building a Culture of Purpose 165 10 Energy 167 11 Resilience 184 12 Openness 200 PART 4 Taking Action 215 13 The Sequence of Building a Culture of Purpose 217 Epilogue 233 Notes 237 Acknowledgments 244 About the Author 247 Index 249

About the Author

CHRISTOPH LUENEBURGER is a partner at Egon Zehnder, where he founded the firms sustainability practice in 2008 and now heads its global private equity practice. His writing on sustainability and leadership has been featured in People & Strategy, Harvard Business Review, and MITs Sloan Management Review, and he is a fellow of the Aspen Institute. He lives in New York with his wife and daughter. For more information, please visit and


"I loved this easy-to-read and inspiring book. Two thumbs up." --Scott Goodson, The Huffington Post "A Culture of Purpose will not only help you achieve success, it will help you sustain success by building organizations motivated by long-term meaning." --Marshall Goldsmith, author, MOJO and What Got You Here Won't Get You There "Successful companies see sustainability not as a noun, but as an adjective that applies to everything they do: sustainable operations, sustainable solutions, sustainable opportunities, sustainable profits. In A Culture of Purpose , Christoph Lueneburger provides compelling examples of how this comprehensive approach can give an organization a sense of deeper meaning, as it does at Dow." --Andrew Liveris, chairman and CEO, The Dow Chemical Company "Christoph Lueneburger breaks new ground with a fascinating analysis of the leadership attributes and organizational characteristics that will distinguish successful companies in the twenty-first century. A Culture of Purpose should be read by anyone seeking to break out of the constraints of traditional approaches." --Steve Miller, chairman, AIG "The challenge of climate change demands leaders who are comfortable making decisions under uncertainty, and focused on the long term while driving for more immediate results. In A Culture of Purpose , Christoph Lueneburger shares powerful stories of some of the leaders on this journey and the cultures they are building." --Rachel Kyte, group vice president, Climate Change Group, The World Bank "If you're like me, you learn best from stories, and A Culture of Purpose bursts with stories of leaders whose commitment to sustainability took their organizations to a stronger, purpose-driven future. Christoph Lueneburger parses the core elements of success that guided these leaders, offering an actionable roadmap for building a culture of purpose." --Rick Ridgeway, vice president, environmental affairs, Patagonia "Sustainability is not an intellectual luxury; it's fundamental to achieving business goals at Lands' End. In A Culture of Purpose , Christoph Lueneburger shares the actionable and wise counsel that we have relied on to inspire our employees and strengthen our company." --Edgar Huber, CEO, Lands' End "As sustainability matures from corporate social responsibility to a strategic imperative, embedding it in corporate culture can elude even savvy executives. Through thoughtful analysis of how leaders successfully transformed organizations across industries, compelling stories, and practical advice, Christoph Lueneburger brilliantly inspires with an actionable business case for a purpose-driven culture." --Roxanne Decyk, board director, Petrofac and Snap-On, and former EVP, government relations, Shell "In A Culture of Purpose , Christoph Lueneburger provides an effective framework for building a culture that will drive transformative, sustainable change in an organization. A Culture of Purpose provides compelling stories and valuable insights about identifying the right people and motivating them with a passion-driven narrative to create cultures of purpose: not just what to do, but how to do it. If you want to understand companies and institutions for which the means and the ends are equally purposeful, and to emulate the leaders who sustain those organizations, this book is for you." --Ann Sarnoff, chief operating officer, BBC Americas "Visionary, practical, excellent. Christoph Lueneburger offers established and aspiring leaders new insights and better ways for creating and then advancing the kind of culture required to solve the world's biggest problems. From my experience as a leader across the public, private, and nonprofit sectors, I know that the common imperative for all leaders is building that culture. There is no shortcut to this result, but A Culture of Purpose provides a roadmap." --Lois Quam, chief operating officer, The Nature Conservancy "At the heart of Christoph Lueneburger's book is the understanding that sustainability is not just a commercial necessity and increasingly the driver of profit, but a magnet for talent. If you want to build a passionate organization with impact and meaning, A Culture Of Purpose will triumphantly and practically lead the way." --Lord Deben, former UK Secretary of State for the Environment and chairman, Valpak

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