Join best-selling author, Roy Spence for an afternoon to learn how purpose drives everything we do.  Purpose is the key to creating and maintaining a high-performing organization, deserving just as much attention as strategy, execution, and innovation. A real purpose can’t just be words on paper. It has to get under the skin of every member of your organization—like Southwest’s purpose of “democratizing the skies” or Wal-Mart’s of “saving people money so they can live better.” If you get it right, your people will feel great about what they’re doing, clear about their goals, and excited to get to work every morning.

Spence’s hard-won lessons will change the way you view your job, your business model, your leadership style, and your marketing. They will help you make money, make a difference, and—with a little luck—make history

“Reverend” Roy has helped organizations such as Southwest Airlines, BMW, the University of Texas, Wal-Mart, the Clinton Global Initiative, and many others achieve greatness by obsessing about one big idea: purpose. Simply put, purpose is a definitive statement about the difference you are trying to make in the world.