With your S.O.U.L. Plan in hand, you'll have a clear understanding of “why” your business matters beyond making profits. And rid yourself of ALL confusion or uncomfortable tension surrounding your desire to create wealth.
You'll be driven by higher-level brand ideals and those ideals will be motivated by your desire to use business as a means of fulfilling its original purpose - to uplift life.
Which means you'll have a competitive advantage over leaders who only view business as a way to make money.
Studies show businesses that have great brand ideals - meaning those that have a shared goal of improving people's lives - have a competitive advantage. They outperform their competition. (1)
In the book "Grow: How Ideals Power Growth and Profit at the World's Greatest Companies," author Jerry Stengal, former global marketing officer of Procter & Gamble defines "ideals" as:
1. The key to unlock the code for 21st century business success.
2. The only sustainable way to recruit, unite, and motivate all the people a business touches, from employees to customers.
3. The most powerful lever a business leader can use to achieve competitive advantage.
4. A business's essential reason for being, the higher-order benefit it brings to the world.
5. The factor connecting the core beliefs of the people inside a business with fundamental human values of the people they serve.
6. Not social responsibility or altruism, but a program for profit and growth based on improving people's lives.
(1) Jerry Stengal, "Grow: How Ideals Power Growth and Profit at the World's Greatest Companies," (c) 2017, Crown Business, p.37