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Purpose over products

Values over features

Stories over facts

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Don and Fran have mastered the art of leading with purpose, values and story... and now they're giving you the playbook."

Larry Weber
Chairman and CEO of Racepoint Global and Founder of Weber Shandwick

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Why we wrote this book

As times change, organizations must evolve. It’s no longer enough to state what you do and how you do it. Today, people demand to know why. Many leaders see the shift, but fail to adapt. It’s not easy to uncover who you are and practice the principles you preach. While others struggle to survive, your firm can thrive with the 3 keys to unlock purpose and profit.

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Meet the authors

The 3 keys existed long before the world demanded they be put into words. Purpose, values, and story fueled the achievements of Don Scales and Fran Gross, before either of them could articulate it.

Don and Fran have nearly 65 years combined experience, exploring purpose-driven brand foundations and leading values-based professional service firms. Now, purpose-driven, or values-based, businesses are everywhere, and any brands who cannot adapt cannot survive.

Don Scales

Don Scales has more than three decades of experience leading professional services firms and has driven exceptional growth by aligning people around core values. He currently serves as Global CEO for Investis Digital, a groundbreaking digital communications firm. Prior to Investis Digital, Don was CEO of iCrossing, a performance marketing company that Don sold to Hearst Corporation for $325 million. Don holds an MBA from the Harvard Business School.

Fran Biderman-Gross

Fran Biderman-Gross is the CEO and Founder of Advantages, an Inc. 500 global digital branding and marketing agency. A graduate of MIT’s Entrepreneurial Master’s Program and Goldman Sachs 10,000 Small Businesses program, Fran is a master at helping others translate their vision and values into a consistent and authentic brand experience. Fran is the developer of the 3 keys Workshop and an in-demand speaker and consultant who has empowered countless leaders to form the emotional connections that drive revenue growth.

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