MODERN ENTREPRENEUR
Like faith a Master Idea need not be proven . What is the one truth about you that needs no proof ? Write it down .
2 ) THE MASTER IDEA TEACHES : The world ’ s best ideas make us better . They expand our thinking by providing lessons for doing business more wisely . Like the best teachers , Master Ideas draw out what is best in us rather than push in what others think is right for us . What do you want to teach the world ? Write it down .
3 ) THE MASTER IDEA FULFILLS : The Master Idea fulfills a fundamental desire in all of us . From top floor management to factory floor accomplishment , Master Ideas ignite our passions and create a sense of being fully alive . What makes you come alive ? Write it down .
4 ) THE MASTER IDEA IS A BATTLE CRY : Master Ideas are marching orders . For companies , they are the mantras that get people out of bed in the morning like Google ’ s ‘ Don ’ t Be Evil .’ What is your shout out to the world ? What would a tee shirt say if it were about your philosophy ? Write it down .
5 ) THE MASTER IDEA IS ETHOTIC : Ethos is the character that springs from your organization ’ s earliest beginnings . Like the oak that sprouts from an acorn , great companies grow from seeds planted in the company ’ s beginnings . How would you describe your character ? Write it down .
6 ) THE MASTER IDEA IS TRANSFORMATIVE : In the same way that chemical reactions transform all elements involved , Master Ideas create holistic change for an organization . Companies with Master Ideas want to be more than the best company on earth . They want to be the best company FOR earth .
7 ) THE MASTER IDEA INSPIRES : Inspire means to breathe in , to give life . The word spirit — a synonym for soul — comes from the Latin spiritus , and clearly meant ‘ breath ’ originally . Master Ideas breathe life into people and their organizations , allowing brands and companies to become animated by greater meaning . The word animation comes from the Latin “ anima ” which means “ soul ”. People go to supermarkets for sole ; however , they go to organic grocery chain Whole Foods Market for soul . What inspires you ? Write it down .
8 ) THE MASTER IDEA IS BORN NOT FROM DATA BUT FROM ABSOLUTE CONVICTION : Master Ideas are created not by research , but by a search for deeper meaning . Semper Fidelis is Latin for Always faithful and The Master Idea of The US Marines . What idea burns inside you ? This idea will also light the way for you and others that will follow you . Write it down .
9 ) THE MASTER IDEA TELLS A STORY : William Booth did not have time to send a holiday greeting to his offices throughout the world . As the leader of a very frugal organization , Booth searched for the shortest message that he could send by telegraph . He used a one-word battle cry to inspire his associates with a lesson that has been telling people who join him why they are here for more than 100 years . That lesson launched an army--The Salvation Army . The word ? “ Others .” What one word describes your purpose ?
Now you have your story . Time to write your Master Idea .
Here is a Master Idea from an individual : To wipe every tear from every eye – Mahatma Gandhi
PHASE 4 : ILLUSTRATION - Purpose without action is useless . Today we take one action that demonstrates your purpose to the world .
You have done it . Found your purpose and your story . What will be your next chapter now that you have found your purpose ? Don ’ t write it down , just do it .
Joey Reiman , CEO & Founder of BrightHouse , a global consultancy firm , was named one of the 100 people who will change the way the world thinks by Fast Company . A professor at the Goizueta Business School at Emory University , his mission is to bring more purpose to the world of business . A well-known speaker and the author of The Story of Purpose : The Path to Creating a Brighter Brand , a Greater Company , and a Lasting Legacy ( Wiley & Sons ), his breakthrough work is impacting the future of business today . www . joeyreiman . com
June 2016 ModernBusiness 29