Beyond Money: Selling with Noble Purpose

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What's working on purpose anyway? Each
week we ponder the answer to this question.

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People ache for meaning and purpose at
work, to contribute their talents passionately

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and know their lives really matter.
They crave being part of an organization that

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inspires them and helps them grow into
realizing their highest potential business can be such

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a force for good in the world, elevating humanity. In our program,

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we provide guidance and inspiration to help
usher in this world we all want working

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on purpose. Now Here is your
host, doctor Elise Cortez. Welcome back

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to Working on Purpose. Programpacts are
training again this week. I'm your host,

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doctor Elis Cortez, joining you alive
from Dallas, which is home base

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for me. If you've been tuning
in for a while, you know this

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program as a thought leadership series that
is designed to be able to enlighten and

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inspire you. And I bring on
distinguished business leaders, guests and sobject matter

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experts and also authors, and our
conversations are really designed to get you to

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think on a higher level and get
you to consider doing leadership and business in

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a different way. Before we get
into today's program, let me give you

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two announcements that I'm really happy to
share with you. The first one is

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that this month of September marks the
launch of my new program called Gusto.

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Now what it is, It's an
e learning platform that allows me to be

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able to deliver my programs in English, Spanish and Portuguese. Exciting. And

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the second announcement is my book is
coming out and it's analysted on Amazon.

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It's coming out November seventeenth, and
you are able to pre order it now

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if you like. It's called Purpose
Ignited, How inspirational leaders unleashed passion and

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elevate cause and so fun. Let's
call that my pandemic baby, shall we?

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Who has been great to get it
out there? Now? On a

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this Week's program, our guest today
is Elizabeth Lotardo, who is a consultant,

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researcher and co author of the book
called Selling with Noble Purpose, How

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to drive revenue and do work that
makes you proud. She is the VP

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of Services at a sales and leadership
consultancy called McLoud and Moore and lead sales

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Transformation initiative for clients like Oracle,
g Adventures and Fiser. To join to

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today from Atlanta, Georgia, Elizabeth, welcome to working on purpose. Great

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to be with you, isn't it
fun? It should be like that,

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right, it just should be like
that. I couldn't agree more, and

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I loved hearing the intro that business
can be a force for good. So

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I'm excited to dive into this topic. Absolutely well, I have to for

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our listeners, and well for our
viewers, not our listeners. But let's

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do this for fun, says.
I can look right behind your beautiful face

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and see your book on your shelf. Here's my copy right here. Who

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oh great? Right? I love
it. So, as you know,

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I like to devour the contents of
the books that I read the people coming

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on. So thank you for sharing
with me and finding me. So I

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love the whole idea of why does
a book get written in the first place.

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I know from my own recent experience
how hard it was. It was

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easier to bring my seventeen year old
daughter into the world, Elizabeth than it

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was to bring that book into the
world. So I appreciate what you've done.

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So first, if you would,
you tell a story in the book

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about where the book came from,
how it was born. Tell us that

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story to get us started. Sure. So the second edition of Selling with

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Noble Purpose just released, which is
the book you're holding up, And I

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brought one down to my own a
level here from the bookshelf. Think it

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good. And the foundation of the
concept of selling with Noble Purpose was born

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out of a pharmaceutical study. So
ten years or so ago, purpose was

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not talked about in business, and
I'm sure you know this too. Purpose

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was a word that was reserved for
corporate philanthropy. It was reserved for maybe

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marketing in HR. It certainly wasn't
talked about in a sales capacity. So

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ten years or so ago, our
company mclaudimore was hired by a major pharmaceutical

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firm to determine what behaviors made their
top sellers the top sellers. So it's

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pretty pretty easy to tell the difference
between a good seller and a poor seller.

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Good Sellers ask questions, they do
their homework, they make sales calls.

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But what this firm was after was
uncovering the friends between a good seller

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and an exceptional seller. And to
do this they hired us. But here's

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the trick. They didn't tell us
who the good sellers were and who the

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exceptional sellers were was aline study brilliant
and honestly kind of scary, because like,

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you want to get out right right. So we were tracking sales calls.

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We were doing all of the things
sales consultants do. How many calls

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do you make? What kinds of
questions do you ask, what kind of

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research do you do in advance,
what kind of negotiating skills do you use?

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All these really prescriptive things that had
been studied before. And with one

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representative who Lisa, the founder of
our firm, was with. Lisa McLoud

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had such an engaging conversation with the
doctor she was calling on was so deeply

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committed. Lisa asked her a question
that wasn't on the prescriptive list of questions,

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and that question was what do you
think about when you go on sales

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calls? And again, many years
ago, the mindfulness, the attitude,

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the purpose, that conversation had not
made its way into the sales vein yet.

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And what this representative said, the
representative who sold drugs that help people

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with arthritis, was that she thought
about every single day. One particular patient

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who, when she was coming up
in a doctor's office, tapped her on

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the shoulder and said, miss are
you the representative for the drug. She

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looked down at the woman and said, yes, ma'am, I am,

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And the patient looked up at her
and said, I just want to thank

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you for giving me my life back, because prior to taking this, I

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couldn't go anywhere, I couldn't do
anything. And when my doctor put me

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on this drug, now I'm able
to go fly across the country and see

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my grandchildren. I can play with
them, and it's a level of freedom

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I never thought I would have back. So the representative is telling Lisa this

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story. Lisa's kind of caught off
guard because we're supposed to be tracking how

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many calls and what types of calls. This is totally different where we put

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this right. There's not a box
to check on this one. But she

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told the story so emotionally. Lisa
was called to dig a little deeper into

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this. Why do we sell?
What kind of story do we carry in

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our heart? And what she found
going back through all the transcripts of the

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hundreds of interviews were five people who
alluded to this sense of higher purpose,

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who said, you know, I
met a patient one time who told me

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this. My dad was a doctor. That is such a hard job.

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I want to make the doctor's life
easier. I'm so passionate about the science

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of our company, I can't wait
to share it with people. These five

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people alluded to this sense of purpose, this fuel that was something other than

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an incentive or a comp plant or
quota, and those five people were the

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top five representatives the entire company.
So what we concluded from that study,

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and it took us a while to
put it into writing form. As you

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mentioned, it's tough to take these
fuzzy ideas and distill them down to be

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really actionable, was that these sellers
who had a sense of purpose in their

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heart, who had an intrinsic drive
to make a difference on other people,

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were the sellers who outsold their transactional
counterparts who were focused on internal metrics.

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So that was the foundational research that
launched selling with Noble Purpose. We've gone

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on to expand that research and work
with other organizations who are purpose driven to

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really quantify the behaviors of selling with
Noble Purpose. But it was all born

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from that one idea. It's brilliant
and when I got present to when I

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was reading a book and preparing for
this conversation, is I remember back in

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the late nineteen nineties when I was
selling IT information technology staffing services in Seattle,

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Washington, and then shortly there after
I was just getting into my PhD.

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And then I was getting into the
whole space of researching meaning and identity

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for my dissertation. I was fantastic, if I may say, salesperson I

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sold. I think I got five
of the nine or awards for the company

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for performance and sales. And when
I look back on that experience, Elizabeth,

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it's a lot of what you're talking
about is I wasn't selling. What

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I was doing was I was out
talking to hiring managers in IT departments,

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mostly in telecom, who had what
I thought were pretty cool projects. We're

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going to make a difference in how
they did their business and would touch their

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customers. And I got really excited
that this hire manager was counting on me

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to come through the talent to get
that project done. And I was really

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in love and excited about the projects
that they were working on. And I

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would oftentimes go source the talent myself
besides, you know, getting the requisition.

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And it was all driven from the
notion that I'm attached to something way

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bigger than myself, and so I
was coming from a place of I want

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to come through for this manager and
this organization, not sell these services,

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absolutely, and that is the same
ethos that was in the heart of those

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five reps who sold the anti arthritis
drugs. And I would hazard a guess

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that the reason you were so successful
in that role was not because the products

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were, you know, incredibly differentiated, was not because you were the low

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cost provider or something easy like that. It's because you made emotional connections with

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the people that you true who we
wanted to serve. Well. Yeah,

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and also too, I did see
I saw that the work that they were

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doing was meaningful, and I felt
connected to something much bigger because I and

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that's why I actually did my research
around understanding how it people experience meaning in

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their work and their relationship identities.
So I got really invested in the work

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that they were doing. So,
yes, you're right, intrinsic motivation writ

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large for sure. So it was
I appreciate you helped me. You helped

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me kind of connect it from myself
as well. So that was another great

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thing about getting to host the show
that I appreciate that I learned from what

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you write in your books for me
too. Well, you know, we

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hear a lot that the words selling
with noble purpose put a phrase to what

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so many top sales people really carried
in their heart. Yeah, and hadn't

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coined a phrase around it, hadn't
connected with other people who felt that way.

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It's kind of an individual thing of
top performers. Well, and so

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that gets me to the next thing
that I wanted to talk about. And

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I want to showcase this and that. Just yesterday I was coaching a young

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woman, she's thirty, and she
was kind of complaining and commiserating that somebody

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was bashing on her being a young
millennial and not and she was lazy and

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just didn't have a work ethic.
And she goes, I work sixty hours

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a week. What do you mean, I don't have a work ethic.

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And so then I want to take
that a rich of sales world where a

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lot of salespeople get the wrap up. You know, you're all about money

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and self interest and self absorption and
such, and you actually talk about how

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there's research on the economics of self
interest not being sustainable or even accurate.

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Can you speak to that for us? Absolutely? So you mentioned it in

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our last chat that you didn't perceive
yourself as a salesperson, and a lot

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of great sales people don't perceive themselves
as a salesperson, self included. I

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have clients say, oh, well, you're not really a salesperson, and

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I'm like, well, you know, I'm paid on commission and I presented

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a contract that you signed, so
by definition, I am. But sales

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is one of those professions where we
let a few people who do it badly

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define the profession and we let this
overwhelming era of self interest come forward because

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those people are the loudest and the
dutiful people who focus on the customer,

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who have that in game in mind
of making a difference, don't always speak

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up the loudest because they're working and
they're connecting with customers. But what the

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research has gone on to prove,
especially in the last five years, is

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that the self interest is so shortsighted. It is a pennywise and pound foolish

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game. And we see it in
the way comp plants play out. We

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see it in the way whole organizations
pivot their performance based on individual desire of

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increasing shareholder value versus what's best for
the customer. So we've seen time and

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time again that these self interests yield
results in the short term, but in

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the long term they completely fall apart. And it plays out on an individual

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salesperson level, and it also plays
out on an organizational level. You know,

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it's funny you're you're making me present. I know there's been a couple

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of times when I've gone into buy
like a printer or something at an office

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supply place and I say, you
know, here's kind of what I'm up

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to. Here's what I join you. What would you recommend? Oh,

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I know exactly which one you should
get, and it's the one I know

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that they're getting the biggest spif for
right, And I like, this really

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didn't work out that well for me, thank you very much. But so

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I appreciate that you've got something in
there. And I wrote this down here

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more research about how that talks about
salespeople with a sense of purpose put forth

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more effort and are more adaptable than
those that are just quota focused, which

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obviously that my story speaks to that, but say a little bit more.

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I mean, the quota thing is
interesting. I talked to a lot of

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salespeople and you know the quote is
hanging over their head and it's it's the

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driver absolutely. So that research specifically
came out last year and it's out of

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Michigan State University by a professor Valerie
Good. And what she went on to

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prove was that salespeople who carry the
story in their heart if I'm here to

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make a difference to the person I'm
talking to and improve their condition outsell salespeople

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who are purely focused on their own
targets and their own quotas. And it

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goes back to your printer story.
That transaction may have been beneficial to that

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sales rep in the short term,
but you know where you will not be

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returning to buy another printer. I
know who you're not going to call.

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And the interesting thing about quotas is
that a lot of times people assume that,

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you know, the makers of selling
with noble purpose are anti quota and

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nothing could be further from the truth. If you truly want to make an

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impact on people, if you want
to have bold action in the world,

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you have to measure it. You
have to measure it. But it's just

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that a measurement. It's not a
goal, you know. Peter Drucker once

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said, profit is not the purpose
of a business. It's the test of

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its validity. Like that on the
step deeper, A sales quota is not

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the purpose of a sales force.
It is the test of their effectiveness.

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And when you are connecting with customers
well, when you are engaging in an

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impact, value driven conversation, provided
your products and you're pricing are on par

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with the rest, you will hit
that quota as a result. Okay,

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I gotta bring two things home here. I do want you to talk about

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you really what is a noble sales
purpose. But before you do that,

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I want to share with our listeners
and viewers kind of what you were just

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talking about. And a couple of
years ago, I spent a couple of

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years working for another management consulting firm
called Insignium, which is co founded by

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Nathan Rosenberg and Sheeta Bina. And
Nathan used to always tell us, he

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would say, if you want to
make a difference in the world, you

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need to be a good salesperson.
And I always appreciated that, but it's

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so true, right, I mean, if you really do want to be

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able to exercise your cause and contribute
your talents and your passion, you have

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to find an audience to serve,
and the way you generally do that is

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through a sales capacity. So,
having said that, tell us more and

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presence for us about what is noble
sales purpose. A noble sales purpose is

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the difference you are trying to make
in the world. It's a shared common

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goal that binds a sales team and
a sales organization together. So a lot

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of times we get confused around a
why, sort of a personal motivation and

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a noble sales purpose. A sales
purpose is shared, it's proven in your

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customer testimonials, it's long lasting.
It's not based on a product or a

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specific spec or eat and a price. It's the end game that you are

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pointing yourself, your sales team,
and your entire organization towards on behalf of

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the customers you serve, and you
use that purpose to not only rally your

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team, use it to innovate,
use it to connect with customers, and

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use it as a differentiator in the
marketplace. So it is a series of

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words that go far beyond a tagline. Beautifully set Elizabeth, your delight to

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have you. Let's grab our first
break. I'm your host, Doctor Elise

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Cortez were run here with Elizabeth Lutato, who is a consultant, researcher,

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and co author of Selling with Noble
Purpose, How to Drive Revenue and do

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Work that makes You Proud. She's
VP of Services at a sales and leadership

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consultancy called McLoud and More and lead
sales transformation engineers for clients like Oracle,

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g Adventures and Fiserve. She joined
today from Atlanta, Georgia. We've been

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talking a bit about the beginnings of
her book. Afterwards, we're gonna talk

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more about the application. Stay with
this, We'll be right back. Doctor

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Elise Cortez is a management consultant specializing
in meaning and purpose and inspirational speaker and

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author. She helps companies visioneer for
greater purpose among stakeholders and develop purpose inspired

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leadership and meaning infused cultures that elevate
fulfillment, performance, and commitment within the

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workforce. To learn more or to
invite a lease to speak to your organization,

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please visit her at a lease Cortez
dot com. Let's talk about how

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to get your employees working on purpose. This is working on purpose with doctor

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Elise Cortez. To reach our program
today or open a conversation with Elise send

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00:17:14.200 --> 00:17:21.240
an email to Elise ali se at
Elise Cortez dot com. Now back to

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working on Purpose. Thanks for staying
well with us, and welcome back to

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working on Purpose. If you're just
tuning in. My guest is Elizabeth Letardo.

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She is a consultant, researcher,
and co author of Selling with Noble

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Purpose, How to Drive revenue and
Do Work that makes You Proud. She's

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also a popular LinkedIn learning author,
and her work has been featured in The

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Wall Street Journal and NPR. I'm
your host, doctor Elise Cortez. Okay,

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So for this next segment here,
Elizabeth, I wanted to get a

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little bit more granular and ways to
be able to apply this. We've been

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talking conceptually. Now let's bring it
into the world of operations. And so

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the first thing that you that really
caught my eye is somebody you is kind

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of a geek in the world of
learning, emotional development, et cetera.

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Is you talk about how a noble
sales purpose can change your brain? Tell

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us how so I join you in
being a geek about these things. And

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I so enjoy the research for selling
with Noble Purpose, especially from a neurological

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perspective. You know, we hear
a lot about dopamine in our current society

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and an addiction to dopamine, and
nowhere is that more present than inn a

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sales team. We get addicted to
the high of the clothes, we get

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addicted to winning short term awards.
And what we found in the research of

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selling with noble purpose is that Sarahtonin
is actually a more effective brain chemical for

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a sales team to happen too.
And Sarahtonin, unlike dopamine, is long

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lasting. It's associated with making an
impact on people with loving relationships, with

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gratitude, and what Sarahtonin will do
that dopamine will not is guide sales people

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through a tough time, through a
laws sale, through a competitive threat,

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in a way that doesn't leave them
feeling burnt out. So while especially now

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in a pandemic and an economic fallout, we're relying on that deep belief that

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we make a difference, that our
work matters, and that these short term

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things are only that they're short term
and they're not deterrence from that noble impact

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we want to make. So I
think there's an important distinction in this brain

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chemical, you know, feel good, lump between the two, and leaders

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particularly have to be very conscious of
which one they're tapping into. That is

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so ummy, Elizabeth. I'm going
to add one more thing to that from

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my perspective, and that's this notion
of limbic resonance, and so meaning is

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registered in the limbic brain alongside memories
and emotions. The reason meaning works is

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because it's anchored in emotion, right. And so where you can experience that

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limbic resonance is when you can actually
notice a team connected, whether it's a

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sales connected to the client or the
customer, or the sales team can to

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each other. You can actually you
can feel that connection and it's because of

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the olympic resonance. How cool is
that? That is super cool? You

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know. That reminds me of some
research from Paul Zach who's a neuroscientist.

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I'm not sure if you're familiar with
the work. He studied the difference in

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biological response to an emotionally engaging narrative
versus flat narrative, so a narrative about

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people and their feelings and the impact
versus you know, kind of a spreadsheet

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style talk. And what he found
was that those people who are who are

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exposed in an emotionally engaging narrative had
greater oxytocin in their blood, and they

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were more likely to take post narrative
action. They were more likely to change.

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You translate that to the sales capacity. The ability to ignite someone's frontal

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lobes to make an emotional connection translates
to them taking action in a way that

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a flat narrative on products on specs
simply does not. Yeah, and just

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numbers, show me the numbers.
Yeah. Isn't this a fun conversation,

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don't you? Guys? This is
fun? Okay? So the next thing

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I want to talk with you about, and I do this in my book

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as well, But you distinguish beautifully
passion and purpose. How so how do

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you do it? So this research
came to us from Chip and dan Keith

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and their book called Moments, and
what they highlighted was that passion and purpose,

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while often talked about interchangeably, are
two very different things. And they

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studied performance as it relates to both, and not surprisingly, the people with

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passion and purpose were the top performers
and the people with neither or the bottom

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performers. But here's where it gets
interesting. The people with purpose but no

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passion outperformed the people with passion and
no purpose. So why is that The

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research tells us that passion is more
likely to fade over time, So much

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like a dopamine hit. Passion is
when you're excited, when you're pushing forward,

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when things are going well and you
want to make big change. When

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you get set back, that passion
tends to wane. Versus if you have

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purpose, a d belief that your
work makes an impact on other people,

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that your work is necessary, and
that people are counting on you, much

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like you felt in your IT sales
role, you're more likely to push through.

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Another distinction that they made was that
passion as individual it's what excites you

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about a project, be it talking
with customers, making presentations and whatever that

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is. And purpose is more likely
to be shared. So we're all bringing

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our unique talents to this noble cause
that we're all in this together on that's

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beautiful and I completely concur with that, and you the way that you get

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in your book is just crisp and
so is that. So thank you and

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I do appreciate too. Just like
you said, too many people actually string

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together a passion and purpose and meaning
and purpose and they're all distinct. Okay,

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So the next thing I want to
talk about here is you also distinguish

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between organizations that have a purpose statement
and actually being purpose driven a purpose driven

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place to work. Of course I
know that too, and I'll chime in,

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but to help us understand the difference, Yeah, I'm sure you've seen

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the difference in your research. I
think as purpose becomes a hotter topic,

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a lot of organizations have rushed to
put words on a plaque before they've rushed

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to create an actual purpose driven culture. So much like values can be you

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know, on a plaque or actually
lived, purpose is the same. And

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there's a famous example that we cite
of. You know, it doesn't matter

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what you put in the marble on
your lobby and Ron had integrity exten stone

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and their lobby and we all know
how that one worked out, right.

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What matters is that that purpose statement
points people towards customers in every aspect of

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the organization, from your sales team, to your product team, to your

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customer service team to even HR and
accounting internal functions. So I think the

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difference between having a purpose statement,
which let's be clear, is a great

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start and most of the time better
than nothing. And being purpose driven is

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making sure that statement, the aspiration
you have is showing up in daily behavior.

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Is it the basis of customer conversations? Is it the lens in which

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we eate? Is it connected to
the way we talk to each other?

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So much like you know you can
slap the slogan on a T shirt,

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you do the same thing with a
purpose statement, But actually activating it through

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the organization is where you start to
read the financial reward and then emotional engagement

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reward. Beautiful. Okay, So
now here's where I want to I want

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to layer in some distinction for me. So the reason I brought up the

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IT staffing sales role twenty years ago
is because that was when I was a

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pure salesperson. They obviously I still
sell because I own my company two companies,

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and I do sell those services,
but I also innovate, I also

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deliver the work, etc. So
I don't see I'm not one hundred percent

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salesperson. That's why I went back
to that other example. But to your

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point, what has been so fun
is to be able to work with organizations

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to help them articulate their purpose because
a lot of times it's in the air,

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but they haven't distinguished the words that
go with it, and therefore it's

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to your word before. It's fuzzy
and it's not affected. Right, So

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I really appreciate getting to do that
kind of work, and I know you

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guys do something similar. But it's
like magical when founders of companies can get

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present to their own purpose and they
get moved to tears, like yes,

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this is what we do in the
world. And I get to be the

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person that catches those words and helps
them put them put them into being in

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the organization. So I could not
miss us talking about this because it's so

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important. Absolutely, I'm sure you've
seen in your work that a lot of

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times purpose is truly present without the
statement, like you said, and that

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happens a lot in smaller organizations,
especially when the founder is really dialed into

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the daily operations, right, they
keep that spirit alive, but unfortunately it's

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not scalable, which is the challenge
a lot of our clients run into.

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And you have to put words to
it in order for that feeling to cascade

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beyond fifty or so people. Yeah, and then inculcated and threaded through your

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operational practices with where it gets really
fun. Right, I've had so many

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I have to get this t shirt
out that that I did with a company.

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But anyway, before we do any
of that, what I want to

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talk about, And I love how
you say this, Elizabeth, that's so

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great You talk about managers being the
frontline belief builders. That is so spot

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on, right, saying more about
that. So managers being belief builders came

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from a client project actually, and
we were talking about different ways to infuse

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purpose into the business. And we
talked about doing webinars on purpose, sending

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people to training to connect with the
purpose of their role, doing marketing programs

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about purpose, all of these things, and what it really came down to

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was people interact with their manager more
than they interact with HR, more than

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they will go to training, more
than they will hear from the CEO at

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a town hall, and the manager's
ability to connect the functional task of that

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department and that person specifically to a
higher, more noble purpose is what makes

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or breaks a purpose driven culture.
And there's some research out of KPMG that

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cited that if a manager is consistently
talking about the meaning of the work with

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their employee, that employees three times
more likely to stay. And you know

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00:26:56.400 --> 00:27:02.240
from your experience in staffic that's expensive
is huge cost savings to an organization if

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they can cut down the expense of
retention and of replacing people. So I

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think as as organizations work towards purpose
driven culture, the single most important element

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from my perspective is that frontline manager. So I wanted to echo a couple

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of points there. One is the
importance of reiterating the importance and meaning of

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a person's work, because a lot
of times, and you know, and

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00:27:26.960 --> 00:27:29.799
the every day you get lost it. I just have to get through this

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00:27:29.920 --> 00:27:32.759
stack of papers, right, That's
what I'm right, you know, and

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00:27:32.799 --> 00:27:34.640
so we lose the focus of why
it is that we're doing that, and

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then it becomes a drag and it's
something that we have to get ourselves through.

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And so a lot of what I
say in my speaking and in my

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book and my consulting is the importance
of leaders and frontline managers being belief builders

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00:27:47.680 --> 00:27:52.119
as you call them, believing in
the importance helping their team members understand the

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importance of their work and the job
that they're actually doing. And so one

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of the things that I appreciate is
you know when? And so what I

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00:28:00.799 --> 00:28:03.039
always say, You've got to be
a good storyteller, right As a leader,

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You've got to be able to help
people understand the story of their contribution

401
00:28:06.680 --> 00:28:10.319
to the organization and why it's important
and why you appreciate it. And I

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00:28:10.400 --> 00:28:15.279
know you sort of said this before
too, but being able to distinguish in

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the opening story, why does a
company exist? Why do their products and

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services actually exist? And I do
know that there's a company called Striker here

405
00:28:22.160 --> 00:28:26.960
that does this really well. They
bring in patients who have benefited from their

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medical devices so that their employees can
see and always be connected to this is

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00:28:33.079 --> 00:28:36.960
why we do what we do,
right, So there's an ongoing mechanism to

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remind them of how important their work
is. Like your early example was those

409
00:28:41.359 --> 00:28:45.599
kind of things are so important.
They absolutely are. And I want to

410
00:28:45.599 --> 00:28:52.039
make the distinction that this philosophy of
having this deeply seated noble purpose extends far

411
00:28:52.119 --> 00:28:56.640
beyond medical You know, obviously absolutely
are appreciated, particularly in this time of

412
00:28:56.640 --> 00:29:00.440
our friends and healthcare. But we
have a client called support Works, who

413
00:29:00.519 --> 00:29:04.359
is a foundation repair company who brings
in people just like that company Striker does,

414
00:29:04.400 --> 00:29:08.440
who talk about we were so worried
about our house. Now we have

415
00:29:08.559 --> 00:29:12.680
this piece of mind that we can
raise our family here without foundation problems.

416
00:29:14.000 --> 00:29:18.119
We you know, we're dreading every
time it rained because our basement blotted and

417
00:29:18.119 --> 00:29:19.880
we had mildew. And now we
don't. We know the home is safe

418
00:29:19.880 --> 00:29:25.599
for our children with asthma. It's
really shocking once you get beyond the daily

419
00:29:25.680 --> 00:29:29.839
logistics and the two dos of a
business, the huge ripple effect that it

420
00:29:29.880 --> 00:29:33.480
has on people, because for business
to exist with any type of success,

421
00:29:33.880 --> 00:29:38.160
you have to be making a positive
impact on customers, and so often those

422
00:29:38.200 --> 00:29:42.720
stories are lost in a to do
list. You are just brilliant, Elizabeth.

423
00:29:42.759 --> 00:29:45.759
I love your heart, I love
your mind. It's just beautiful.

424
00:29:45.839 --> 00:29:48.440
So thank you. I'm with it, Like I said, a kindred spirit

425
00:29:48.480 --> 00:29:52.599
in this purpose space. You are
you are, You're a good company,

426
00:29:52.039 --> 00:29:56.279
and it's just us. No one
else is listening, all right. So

427
00:29:56.279 --> 00:29:59.960
I want to talk a little bit
about leadership here because I think this is

428
00:30:00.119 --> 00:30:03.240
so important, and you distinguish that. Great sales leaders ask their team how

429
00:30:03.279 --> 00:30:07.880
will this customer be different as a
result of doing business with us? Instead

430
00:30:07.920 --> 00:30:10.400
of you know, what have you
done for me lately? What's the number,

431
00:30:10.599 --> 00:30:14.680
Yeah, say more about about how
to distinguish a great sales leader?

432
00:30:15.319 --> 00:30:18.519
So will I will put an asterist
on that statement with they ask it in

433
00:30:18.599 --> 00:30:23.400
addition to what are the numbers?
And our wideline leader? But that question,

434
00:30:23.640 --> 00:30:27.119
how will the customer be different as
a result of doing business with us?

435
00:30:27.480 --> 00:30:32.079
Is the essence of noble purpose And
we call it the game changing question

436
00:30:32.160 --> 00:30:34.920
because it changes the game in a
couple of different ways. One, it

437
00:30:34.960 --> 00:30:40.559
prompts the salesperson to dig deeper from
a discovery perspective. If you know you

438
00:30:40.640 --> 00:30:44.480
have to answer that question, share
manager, you're more likely to have engaging

439
00:30:44.480 --> 00:30:48.640
in thoughtful discovery conversations than you are
to picture your little pitch deck. And

440
00:30:48.759 --> 00:30:53.319
the second way it changes things is
for the seller. They have an emotional

441
00:30:53.359 --> 00:30:59.480
experience of even hearing themselves articulate the
difference they can make in these lives and

442
00:30:59.559 --> 00:31:03.680
business instead of hearing you're doing a
great job, this work is important from

443
00:31:03.680 --> 00:31:07.519
their manager. When the manager asked
that question, it gives the seller the

444
00:31:07.559 --> 00:31:11.119
opportunity to speak that into existence as
well, and that's where they really start

445
00:31:11.160 --> 00:31:14.839
to own it. So if you
can't answer that question, how will the

446
00:31:14.880 --> 00:31:18.000
customer be different? As a result
of doing business with us, you are

447
00:31:18.079 --> 00:31:21.640
likely undifferentiated and the pitch you are
about to give, and you don't have

448
00:31:21.799 --> 00:31:26.799
enough information to go forward, and
you're probably not as fully engaged in present

449
00:31:26.839 --> 00:31:32.039
with your heart as you could be
stsking that question changes both of those.

450
00:31:32.440 --> 00:31:34.119
Yeah, and so that kind of
strike that gets me to the space of

451
00:31:34.119 --> 00:31:37.599
who, you know, whatever you're
doing in the world of work, right,

452
00:31:37.920 --> 00:31:40.119
I always have the phrases, if
you're not going to share your soul

453
00:31:40.119 --> 00:31:44.519
with me, don't waste my time. And so that question opens the possibility

454
00:31:44.519 --> 00:31:48.000
that you're really going to get into
the real, intimate, meaningful world of

455
00:31:48.079 --> 00:31:51.119
the person that you're wanting to work
with. And I think that is stunningly

456
00:31:51.160 --> 00:31:53.799
beautiful. What a simple question to
ask. It is such a simple question

457
00:31:53.839 --> 00:31:57.519
to ask, but it's one that's
so easy to forget when you're worried about

458
00:31:57.559 --> 00:32:00.960
who are the decision makers, who
are competitive threats, what's the pricing strategy?

459
00:32:01.119 --> 00:32:05.680
Are we going to purchasing or not? Like all these things contribute to

460
00:32:05.759 --> 00:32:09.720
this whirlwind of activity in a sales
perspective. But when you can put that

461
00:32:09.839 --> 00:32:15.359
on pause for literally ninety seconds and
lean into this game changing question, you

462
00:32:15.440 --> 00:32:20.160
truly flip what's going on not only
in your own mind you become more engaged,

463
00:32:20.400 --> 00:32:22.119
but what's going on in the mind
of your customer, because your ability

464
00:32:22.200 --> 00:32:25.599
to articulate that value is what's going
to make or break the deal. Not

465
00:32:25.680 --> 00:32:30.640
a pitch deck. Beautiful, Elizabeth, let's grab our last break. I'm

466
00:32:30.680 --> 00:32:32.759
doctor Release Cortes, your host.
We've been there with Elizabeth Lotarto, who

467
00:32:32.799 --> 00:32:37.440
is a consultant, researcher, co
author of Selling with Noble Purpose, How

468
00:32:37.440 --> 00:32:40.160
to Drive Revenue and Do Work that
makes You Proud. She's VP of Services

469
00:32:40.240 --> 00:32:45.960
at the sales and sales leadership consultancy
called McCloud and Moore and lead sales transformation

470
00:32:45.000 --> 00:32:50.559
initiatives for clients like Oracle, Gadventures
and Fiser to Doing Today from Atlanta,

471
00:32:50.599 --> 00:32:53.759
Georgia, Stay with us, We'll
be right back. Doctor Release Cortez is

472
00:32:53.759 --> 00:33:00.279
a management consultant specializing in meaning and
purpose. An inspirational speaker and author,

473
00:33:00.640 --> 00:33:07.160
she helps companies visioneer for greater purpose
among stakeholders and develop purpose inspired leadership and

474
00:33:07.400 --> 00:33:13.400
meaning infused cultures that elevate fulfillment,
performance, and commitment within the workforce.

475
00:33:14.000 --> 00:33:17.000
To learn more or to invite a
lease to speak to your organization, please

476
00:33:17.119 --> 00:33:21.960
visit her at Elise Cortez dot com. Let's talk about how to get your

477
00:33:22.039 --> 00:33:32.720
employees working on purpose. This is
working on Purpose with doctor Elise Cortez.

478
00:33:34.279 --> 00:33:37.559
To reach our program today or open
a conversation with Elise, send an email

479
00:33:37.640 --> 00:33:45.839
to Elise ali se at Elise Cortez
dot com. Now back to working on

480
00:33:45.880 --> 00:33:53.640
Purpose. Thanks foresting with us,
and welcome back to working on purpose if

481
00:33:53.640 --> 00:33:57.400
you're just tuning in now. My
guest is Elizabeth Letarto, who is a

482
00:33:57.440 --> 00:34:00.039
consultant, researcher and co author of
the book called Link with Noble Purpose,

483
00:34:00.279 --> 00:34:04.920
How to drive revenue and do that
and do work that makes you proud.

484
00:34:05.240 --> 00:34:08.360
She is also a popular LinkedIn learning
author and has her work has been featured

485
00:34:08.400 --> 00:34:12.519
in the Wall Street Journal and NPR. That's awesome. I'm your host,

486
00:34:12.519 --> 00:34:15.599
doctor Alice Cortez. Okay, so
Elizabeth, this next question I wanted to

487
00:34:15.599 --> 00:34:19.480
talk about. This is so interesting
because I know that their listeners and viewers

488
00:34:19.480 --> 00:34:21.840
out there right now who are going
to this sl sounds really amazing, But

489
00:34:21.880 --> 00:34:24.000
we don't do that at my organization. This is my manager would never go

490
00:34:24.119 --> 00:34:28.000
for this, right, That's not
who he or she is. And so

491
00:34:28.119 --> 00:34:30.960
my question to you is how can
individuals tap into a greater sense of purpose

492
00:34:31.000 --> 00:34:35.920
at work even if their manager or
company isn't so inclined. You know,

493
00:34:36.000 --> 00:34:39.960
I'll tell you my manager won't go
for This is something we hear all the

494
00:34:40.039 --> 00:34:45.000
time, all the time, and
I'm sure you hear it too. And

495
00:34:45.039 --> 00:34:47.280
what I'll say to that is,
you don't know what's in people's hearts unless

496
00:34:47.280 --> 00:34:52.280
they tell you. A lot of
times managers are surprised to find that they

497
00:34:52.360 --> 00:34:55.920
do want meeting and purpose at work. We all do, and that the

498
00:34:55.960 --> 00:34:59.760
cadence of what's your number, what's
your number, what's your number, is

499
00:34:59.800 --> 00:35:01.760
not what's in their heart. It's
what's coming down on them, and they're

500
00:35:01.800 --> 00:35:07.079
being a funnel, not a filter
on that metric. But what I will

501
00:35:07.119 --> 00:35:08.880
say is that you have to be
the change you want to see in your

502
00:35:08.920 --> 00:35:13.760
sales culture. So if you are
experiencing a transactional culture, you are the

503
00:35:13.800 --> 00:35:15.960
person to change it, no matter
what capacity you are in, no matter

504
00:35:16.000 --> 00:35:20.760
what authority you have, And the
way you can change it is by talking

505
00:35:20.800 --> 00:35:24.519
about what we've talked about here customers
on a daily basis, talking about the

506
00:35:24.679 --> 00:35:29.639
impact your solutions are having on the
people that you serve, and that is

507
00:35:29.719 --> 00:35:32.480
so far beyond oh well they have
our product or they have it staff.

508
00:35:32.519 --> 00:35:37.320
Now keep asking yourself and then,
and then, and then what, and

509
00:35:37.360 --> 00:35:40.760
you will start to get to that
huge ripple that you have on the world.

510
00:35:42.239 --> 00:35:45.119
And when you are an individual contributor, no one is stopping you from

511
00:35:45.159 --> 00:35:49.199
having those conversations. Of course,
you're going to have to answer the numbers

512
00:35:49.239 --> 00:35:52.119
conversations. Of course you're going to
have pipeline reviews with your boss. But

513
00:35:52.239 --> 00:35:57.480
your ability to share stories with your
peers, your ability to share stories with

514
00:35:57.519 --> 00:36:00.559
your boss and with your customers will
start to shift the tide to make a

515
00:36:00.599 --> 00:36:07.639
more emotionally engaging culture. You know
are apparently you know speaking in stereo,

516
00:36:07.679 --> 00:36:08.679
because I say a lot of that
same thing in my book as well.

517
00:36:08.679 --> 00:36:12.800
The whole even down to the notion
of being the ripple affection. So listeners

518
00:36:12.800 --> 00:36:15.519
and viewers, I just really want
to encourage you to listen to what she

519
00:36:15.639 --> 00:36:17.559
just said, because wherever you are
in the organization, you can make a

520
00:36:17.559 --> 00:36:22.760
profound difference and how it is,
how it's, how it runs its operations,

521
00:36:22.800 --> 00:36:24.840
how it conducts its sales, how
it touches as customers, you have

522
00:36:24.920 --> 00:36:29.400
the ability to make that profound difference
and that impact and that influence, and

523
00:36:29.400 --> 00:36:31.840
we want you to do that.
The world needs it. So whatever wherever

524
00:36:31.880 --> 00:36:36.239
you are in the organization, you
can make that difference, so beautifully said

525
00:36:36.280 --> 00:36:38.679
Elizabeth. All right, so now
I have to get us too. I

526
00:36:38.760 --> 00:36:43.079
love what you said in your book. You're talking about the dirty little secrets

527
00:36:43.079 --> 00:36:49.039
of sales training. Do tell the
dirty little secret about sales training? Yeah,

528
00:36:49.079 --> 00:36:52.280
the dirty little secret about sales training
is not so much of a secret

529
00:36:52.280 --> 00:36:55.039
for anyone and learning and development.
It's that it doesn't stick. We go

530
00:36:55.119 --> 00:37:00.199
into the classroom, we spend days
practicing new sales skills, work with acronyms

531
00:37:00.199 --> 00:37:04.440
and call models, and we all
vow we're going to focus on the customer

532
00:37:04.519 --> 00:37:07.079
more, and then seventy two hours
later, it's almost like we never went

533
00:37:07.840 --> 00:37:14.159
And the reason that is is that
those skills did not change the north star

534
00:37:14.239 --> 00:37:19.199
of the organization. If the north
star of the organization is still the clothes

535
00:37:19.559 --> 00:37:22.599
and the quota and to hit that
quarterly number, those skills are going to

536
00:37:22.679 --> 00:37:28.199
get washed away and we'll go back
to our own habits. So in order

537
00:37:28.199 --> 00:37:32.840
for sales training to be effective,
it has to be towards the north star

538
00:37:32.960 --> 00:37:37.199
of making a difference to customers,
because then those new skills, those new

539
00:37:37.239 --> 00:37:43.320
philosophy are in the service of something
other than this random number that got assigned

540
00:37:43.360 --> 00:37:46.000
to us by eight layers up.
So when you're focused on your customer and

541
00:37:46.000 --> 00:37:50.559
the difference you want to make,
you are more likely to not only pay

542
00:37:50.559 --> 00:37:53.280
attention in sales training, you are
more likely to practice and stick with those

543
00:37:53.320 --> 00:37:59.360
skills long after you leave. Oh, so that we're going to build on

544
00:37:59.440 --> 00:38:02.599
that, I think in the next
question. So before I say it before

545
00:38:02.599 --> 00:38:06.159
I love the question too, I
want to I want to position this.

546
00:38:06.239 --> 00:38:07.719
So I have something also that I
write about in my book, and that

547
00:38:07.840 --> 00:38:12.079
and that is that very awful When
it went I'm out speaking to audiences,

548
00:38:12.079 --> 00:38:14.320
Elizabeth, I talk about, you
know, what will you do with your

549
00:38:14.320 --> 00:38:16.159
one precious life? And they're like, well, you know, I've got

550
00:38:16.159 --> 00:38:19.800
these ideas, and but you know, I'm okay where I'm at now,

551
00:38:19.840 --> 00:38:24.280
and I hear the tell tale sign
of they're giving up on their dreams.

552
00:38:24.400 --> 00:38:29.360
Essentially they've consented to where they are, and so that that ambition is,

553
00:38:29.519 --> 00:38:31.719
you know, really waned. And
so I was really intrigued when you talk

554
00:38:31.800 --> 00:38:36.800
in your book about how purpose can
help sales teams set in a cheap ambitious

555
00:38:36.840 --> 00:38:40.960
targets say more about that. So
when you want to make a big difference

556
00:38:42.000 --> 00:38:45.400
in the world and you are calibrated
to a noble sales purpose, you are

557
00:38:45.599 --> 00:38:51.280
motivated to make some real change,
and instead of pushing back on your numbers

558
00:38:51.280 --> 00:38:52.400
saying it's two big two goal,
I can't ever do that. I'm not

559
00:38:52.360 --> 00:38:57.039
gonna be able to get those those
customers over the line, you are instead

560
00:38:57.400 --> 00:39:01.800
focus on setting ambitious goals because they
feel exciting and they feel purposeful instead of

561
00:39:01.840 --> 00:39:07.159
feeling like a grind. I think
when people long for meaning at work,

562
00:39:07.239 --> 00:39:12.840
there's this an assumption that you have
to be feeding the poor, or you

563
00:39:12.920 --> 00:39:16.400
have to be saving lives in the
er, and that the rest of us

564
00:39:16.519 --> 00:39:21.400
have succumbed to corporate life and aren't
worthy of such a feeling, and that

565
00:39:21.519 --> 00:39:25.039
is just not the truth. Having
a purpose driven career doesn't mean that every

566
00:39:25.079 --> 00:39:30.639
day is sunshine and rainbows. It
doesn't mean that everyone gives you a noble

567
00:39:30.679 --> 00:39:35.079
peace prize. Having a purposeful career
is about making a difference in the lives

568
00:39:35.079 --> 00:39:37.559
and businesses of the people you serve, and in most roles. You have

569
00:39:37.679 --> 00:39:43.159
the capacity to view your job as
exactly that, because it is. And

570
00:39:43.239 --> 00:39:46.000
when you choose to trace through that
ripple effect it choose to see this to

571
00:39:46.039 --> 00:39:51.320
do list in the context of the
impact it's having on your world, your

572
00:39:51.719 --> 00:39:54.840
entire ethos changes and your job doesn't
change at all. It's the same thing.

573
00:39:55.280 --> 00:40:00.400
You just view it really differently,
Alizabeth, So really quick. I

574
00:40:00.800 --> 00:40:05.159
did research on meeting and work and
identity, and I found these fifteen modes

575
00:40:05.199 --> 00:40:07.159
of engagement, And you're right.
What I learned is so much of the

576
00:40:07.199 --> 00:40:12.039
way people experience meaning and the work
comes from the way they view it.

577
00:40:12.119 --> 00:40:14.480
Nobody tapped him on the shoulder and
said, hey, it's like this.

578
00:40:14.719 --> 00:40:16.039
No, they came up with that
view right, and they could be doing

579
00:40:16.079 --> 00:40:20.760
the exact same work, the exact
In fact, I had one where the

580
00:40:20.800 --> 00:40:23.920
gentleman was an existential crisis one of
the modes. When I interviewed him five

581
00:40:23.920 --> 00:40:27.599
months later, when I come back
around to share the research and I asked,

582
00:40:27.719 --> 00:40:29.599
you know, how are you it
has anything changed? He goes,

583
00:40:29.639 --> 00:40:32.360
good news. I'm all the way
up to conflicted fit now and my mode

584
00:40:32.400 --> 00:40:37.440
And I said, what's different?
He said, just the way I'm looking

585
00:40:37.440 --> 00:40:38.920
at this, he said, I
have the same crappy boss. I have

586
00:40:39.000 --> 00:40:44.039
the same crappy hours. I still
have to walk on eggshells around my boss.

587
00:40:44.079 --> 00:40:45.960
The only difference is now I see
my work allows me to send my

588
00:40:46.320 --> 00:40:50.679
make kids to college, and my
kids are proud of where I work.

589
00:40:51.079 --> 00:40:53.599
I opened the conversation with my wife
about how miserable I was, and now

590
00:40:53.599 --> 00:40:57.239
I have her support. So you
know, it's you're so right. This

591
00:40:57.280 --> 00:40:59.960
is so important. So if we
can empower our listeners and viewers to see

592
00:41:00.119 --> 00:41:04.119
that they have the capacity to change
their experience of work just on how they

593
00:41:04.119 --> 00:41:07.519
see it, we've done something today. Absolutely, and that's what I would

594
00:41:07.519 --> 00:41:10.199
say to everyone. You do have
to be the change you want to see.

595
00:41:10.239 --> 00:41:15.199
And I know we touched on millennials
earlier and how they get a bad

596
00:41:15.320 --> 00:41:19.639
rap for wanting this sunshine and rainbow
workplace. And I would say that while

597
00:41:19.679 --> 00:41:22.639
we certainly have research to prove that
a culture driven by purpose is a culture

598
00:41:22.679 --> 00:41:27.199
that's going to attack to retain,
engage better talents, going to be a

599
00:41:27.199 --> 00:41:30.599
culture that innovates and retains customers,
the power is in the hands of the

600
00:41:30.639 --> 00:41:34.840
people who work there. And we
talk about culture, is this abstract thing,

601
00:41:35.199 --> 00:41:37.719
as if it's not the sum of
all the people in the business.

602
00:41:37.199 --> 00:41:40.960
So if you are a person who
is feeling like you want a more meaningful,

603
00:41:42.320 --> 00:41:46.440
fulfilling, purpose driven job, give
that to yourself. That's so beautiful,

604
00:41:46.519 --> 00:41:50.920
What a great gift. I'll take
that all day long. By the

605
00:41:50.960 --> 00:41:53.599
way, I'm the best boss I've
ever had in my life, so I

606
00:41:53.679 --> 00:41:59.320
do that for myself. So,
speaking of culture, we talked a little

607
00:41:59.360 --> 00:42:02.000
bit about that. For I wanted
to make sure that our listeners walk away

608
00:42:02.039 --> 00:42:06.280
with something that they can maybe go
right back to work with and put into

609
00:42:06.320 --> 00:42:08.920
practice. So share a few of
your thoughts or ideas or maybe things that

610
00:42:08.920 --> 00:42:14.000
you've seen your clients do that help
them in coolcate purpose into their culture.

611
00:42:14.920 --> 00:42:19.280
The first is to ask that game
changing question, how is the customer different

612
00:42:19.360 --> 00:42:22.000
as a result of doing business with
you? We spoke about it from a

613
00:42:22.039 --> 00:42:27.760
sales perspective, and particularly in a
sales manager, a salesperson or action That

614
00:42:27.880 --> 00:42:31.679
question can sit at the heart of
any department. How is the customer different

615
00:42:31.840 --> 00:42:36.800
as a result of your work?
And really push yourself to keep asking,

616
00:42:36.880 --> 00:42:38.800
and then what, and then what
and then what, and you will be

617
00:42:38.840 --> 00:42:43.239
amazed what you find and you take
that story, what you found in that

618
00:42:43.280 --> 00:42:45.760
big ripple, and you share it
with people. And I have heard from

619
00:42:45.760 --> 00:42:51.199
so many people that they felt so
alone in this quest for meaning and purpose,

620
00:42:51.639 --> 00:42:55.039
but when they started talking about that, they were met with great enthusiasm.

621
00:42:55.039 --> 00:42:58.840
Wanting to make a difference in wanting
to do it with people we care

622
00:42:58.840 --> 00:43:02.039
about is a human need that crosses
all of us. And we have been

623
00:43:02.599 --> 00:43:07.280
lied to that it doesn't matter at
work, and that those feelings are reserved

624
00:43:07.280 --> 00:43:10.800
for our families and for our our
afterwork activities. But when you start bringing

625
00:43:10.840 --> 00:43:15.119
that story into the workplace and you
start putting the difference you're making at the

626
00:43:15.159 --> 00:43:20.239
front and center of those conversations,
the tide will move with you, because

627
00:43:20.280 --> 00:43:23.719
that's naturally what we're drawn to.
Beautiful, and I also like to I

628
00:43:23.800 --> 00:43:29.760
like to encourage companies and leaders to
even just start meetings with just set aside

629
00:43:30.119 --> 00:43:32.800
three to five minutes and let people
open with can I share something that I'm

630
00:43:32.800 --> 00:43:36.239
really proud of that I got to
do at work, or can I brag

631
00:43:36.280 --> 00:43:39.199
on Elizabeth what she did with us
the client last week? Because it presence

632
00:43:39.239 --> 00:43:43.239
is why what we're doing is important, and it also that what it does,

633
00:43:43.320 --> 00:43:45.199
is it taps into that limbic residence
we're talking about before as well.

634
00:43:45.519 --> 00:43:49.639
These are such little things people can
do to add to this and it doesn't

635
00:43:49.679 --> 00:43:52.960
take any money. It takes very
little time, and it lifts the tide

636
00:43:52.000 --> 00:43:58.840
so much and you will get so
much more time and energy and money back

637
00:43:59.119 --> 00:44:02.800
when you start doing it. So
I had the privilege last week of having

638
00:44:02.800 --> 00:44:07.760
Bob Chapman on my radio show.
He is the CEO and chairman of the

639
00:44:07.760 --> 00:44:12.519
board of a company called Barry Way
Miller and they're all about truly human leadership,

640
00:44:12.559 --> 00:44:15.760
and he talks about the importance of
a leader is to steward the lives

641
00:44:15.840 --> 00:44:20.039
of the people who work for them, and in a way that you were

642
00:44:20.079 --> 00:44:23.639
looking at them as someone's precious child
and you were stewarding that life. And

643
00:44:23.679 --> 00:44:28.960
so if you look at that as
that, you're going to impact that person's

644
00:44:29.000 --> 00:44:31.039
life. And then they're going to
go home to their significant other and their

645
00:44:31.119 --> 00:44:34.719
children and their pets, and they're
going to treat them accordingly to how they

646
00:44:34.760 --> 00:44:37.199
spent their day. It's kind of
washing into their community. So back to

647
00:44:37.280 --> 00:44:40.639
your word, Ripple, think about
if you can improve the experience of people's

648
00:44:40.679 --> 00:44:45.119
lives at work, you improve everything
about the way they interact with the world's

649
00:44:45.239 --> 00:44:50.559
world. That's worth working on,
absolutely, and you know, to clothes

650
00:44:50.559 --> 00:44:53.840
I'll share this story of or this
research, I should say, there was

651
00:44:53.920 --> 00:44:59.199
research done on the best days of
people's lives. And what this research team

652
00:44:59.239 --> 00:45:04.119
did was they study terminally ill cancer
patients and they asked them, what are

653
00:45:04.159 --> 00:45:07.480
the transformative days? What are the
days you remember most of the days you

654
00:45:07.480 --> 00:45:10.159
would love to live again? And
of course the first ones were my wedding,

655
00:45:10.199 --> 00:45:15.440
the birth of my children, things
like that. But beyond what we

656
00:45:15.519 --> 00:45:20.840
think of as classic peak moments,
people had great times at work. It

657
00:45:20.920 --> 00:45:23.719
was doing work they cared about,
with people that they cared about, work

658
00:45:23.800 --> 00:45:29.480
that they knew made an impact.
We spend the majority of our waking hours

659
00:45:29.519 --> 00:45:31.920
at our job, and that doesn't
have to be a depressing thought. It

660
00:45:31.960 --> 00:45:37.239
can be an inspiring thought, because
you have a tremendous amount of time to

661
00:45:37.280 --> 00:45:40.039
make a difference on the world around
you, and your ability to connect your

662
00:45:40.119 --> 00:45:45.199
daily to do list to that difference
is what's going to determine ultimately whether you

663
00:45:45.199 --> 00:45:49.519
are one of those people who looks
back on your life and is proud of

664
00:45:49.559 --> 00:45:52.880
the work that you did. Of
course, you know that resonates with me

665
00:45:53.000 --> 00:45:57.239
all over the place, right in
every way, and I want to come

666
00:45:57.239 --> 00:45:59.800
back at this point really quick and
bring back in Nathan Rosenberg. Right.

667
00:46:00.000 --> 00:46:00.760
If you want to make a difference
in the world, you've got to be

668
00:46:00.760 --> 00:46:04.119
a great salesperson. And if you
do it from advantage point, as you've

669
00:46:04.119 --> 00:46:07.960
been telling us, how is my
customer going to be different or better because

670
00:46:07.960 --> 00:46:12.679
of our interaction, That's a pretty
fantastic way to navigate this. I think.

671
00:46:12.760 --> 00:46:15.920
So any other final thoughts we have
a couple more minutes, or any

672
00:46:15.960 --> 00:46:19.119
of the final thoughts or stories that
you want to share, I would leave

673
00:46:19.199 --> 00:46:22.000
your listeners. And I so appreciate
everyone who has been with us for this

674
00:46:22.039 --> 00:46:28.599
conversation. With the call to not
wait, we spend a lot of time.

675
00:46:28.639 --> 00:46:30.079
You know, I'll wait till the
pandemic is over to do this.

676
00:46:30.400 --> 00:46:35.159
I'll wait until I have more in
the bank to finally make a leap.

677
00:46:36.079 --> 00:46:40.239
Don't wait. The time is now. We are in concurrent health, economic,

678
00:46:40.360 --> 00:46:45.000
and social crises that have animated the
call for purpose at work, and

679
00:46:45.079 --> 00:46:49.519
now is your moment to step up
and claim it. Because the world is

680
00:46:49.559 --> 00:46:53.320
listening and our ability to tap into
something greater than ourselves is what will withstand

681
00:46:53.440 --> 00:46:59.199
us through these crises. Beautiful has
but been to that, and I'll add

682
00:46:59.400 --> 00:47:02.719
that one of the things that I've
been saying through my bulhorn through this COVID

683
00:47:02.800 --> 00:47:08.079
nineteen pandemic is that we have a
perfect opportunity as organizations to reevaluate everything that

684
00:47:08.119 --> 00:47:13.760
we're doing, especially related to human
capital practices and for our conversation, how

685
00:47:13.840 --> 00:47:17.639
we operate as a sales organization and
throw out all the crap that doesn't work,

686
00:47:17.639 --> 00:47:22.039
that's outdated, that completely dehumanizes the
work, and let's find and activate

687
00:47:22.079 --> 00:47:27.119
and threatned meaning and purpose. We
have the chance to totally redo all of

688
00:47:27.119 --> 00:47:30.480
that right about now. And so
I'm with you. I feel the urgency,

689
00:47:30.920 --> 00:47:34.559
i feel the opportunity, and I'm
completely with you. Now sounds good

690
00:47:34.599 --> 00:47:37.840
to me too, perfect Well,
I'm so appreciative of you having me on

691
00:47:37.880 --> 00:47:42.239
and I cannot wait to read your
book. You definitely have a pre order

692
00:47:42.280 --> 00:47:45.960
from me. I'm excited to dive
into all the research you've done on this

693
00:47:45.000 --> 00:47:49.679
topic. And like I said,
I'm so appreciative of you having me on

694
00:47:49.719 --> 00:47:53.039
the show and connecting with another purpose
driven person. You are a delight.

695
00:47:53.079 --> 00:47:55.360
Elizabeth I'm very glad to find you. And you know, I have this

696
00:47:55.519 --> 00:47:59.800
handy little habit of whenever I now
want to connect with my radio show guests

697
00:47:59.800 --> 00:48:01.199
like you and I have, is
I might show up on your doorstep when

698
00:48:01.199 --> 00:48:04.480
I'm there, you know, Atlanta
for business. So you know, if

699
00:48:04.480 --> 00:48:08.360
the door knocks open it okay,
you got it all right, listeners,

700
00:48:08.400 --> 00:48:12.000
thank you so much for being with
us today. We appreciate so much that

701
00:48:12.039 --> 00:48:15.039
you joined us. If you want
to learn more about Elizabeth Lotardo or her

702
00:48:15.039 --> 00:48:17.679
book Selling with Noble Purpose, you
can go to Selling with Purpose right,

703
00:48:17.719 --> 00:48:22.079
Selling with Purpose, Selling with Noble
Purpose dot com. Selling with Noble Purpose

704
00:48:22.119 --> 00:48:24.159
dot com. If you missed the
show. Last week, we were on

705
00:48:24.199 --> 00:48:28.320
with Bob Chapman. We were talking
about how he really has learned over the

706
00:48:28.400 --> 00:48:31.079
years to develop what he calls truly
human leadership. It was a very very

707
00:48:31.079 --> 00:48:36.079
inspiring conversation. You can always catch
a via recorded podcast. Next week,

708
00:48:36.119 --> 00:48:37.679
we're going to be on the air
with Robert Bruce. He's the founder of

709
00:48:37.840 --> 00:48:42.559
Go all In. We'll be talking
about the thought process he teaches to break

710
00:48:42.559 --> 00:48:45.440
through the higher levels of performance.
So you're there, remember that work is

711
00:48:45.480 --> 00:48:52.519
at least a further our lives,
So let's work on Purpose. We hope

712
00:48:52.519 --> 00:48:58.360
you've enjoyed this week's program. Be
sure to tune into Working on Purpose featuring

713
00:48:58.400 --> 00:49:01.760
your host, Doctor or Lease quartet
as each week on the Voice America Empowerment

714
00:49:01.840 --> 00:49:08.719
Channel. Together, we'll create a
world where business operates conscientiously, Leadership inspires

715
00:49:08.719 --> 00:49:15.079
impassioned performance, and employees are fulfilled
in work that provides the meaning and purpose

716
00:49:15.159 --> 00:49:19.159
they crave. See you there,
Let's work on Purpose.