/ S.O.U.L. / (n.)

Strategic. Objectives. Uplifting. Life.

The S.O.U.L. Plan® is a  framework of 3-business and leadership objectives. These strategic objectives for uplifting life help you get to the deeper "why" behind business and ALIGN your  reason for being in business with God’s purpose for your life.

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.


Your S.O.U.L. Plan is simply your personal "higher-level brand ideals" as leader of your business.



(1) Jerry Stengal, "Grow: How Ideals Power Growth and Profit at the World's Greatest Companies," (c) 2017, Crown Business, p.37


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