We have problems:
Our nation is in a free fall. We have violent extremism, fires, floods, crumbling infrastructure, economic inequality, restricted voting rights, political corruption, and the epidemics of COVID-19, disinformation, isolation, disengagement, obesity, addiction, mental illness and Black folks being murdered by police.
Our government, religious and educational institutions have failed to meaningfully address our nation's soul sickness. The task of national renewal increasingly falls on business.
In addition to our nation's problems, leaders and organizations face new demands. Investors want ESG and DEI impact. Customers demand that we pay living wages and have a regenerative impact on society and the planet. Employees need to make a living wage, be fulfilled and belong, be on mission that matters, and have the time and flexibility to contribute to their families and communities.
The pandemic accelerated these demands. The Great Resignation is in full swing. The employer-employee contract has been rewritten. Remote/flex work is here to stay, and businesses need new approaches to meet the changing market, develop and retain people and address our most pressing problems.
Most leaders are overwhelmed by the chaos. Fortunately, there is a way through.
Lead with purpose.
Fulfill your legacy.
Save the republic.
A look inside:
The United States has a sacred purpose - to be the first multicultural nation to achieve equity ("all men are created equal"), unity (E Pluribus Unum) and flourishing (“...life, liberty and the pursuit of happiness”).
However, given the dysfunction of our nation’s politics, the low (25%) trust of government, our deeply segregated education system, the decades-long slide in religion, and the comparatively high trust in employers (72%), it increasingly falls on business to fulfill our purpose. As our nation is deeply segregated racially, economically, geographically, generationally and politically, the workplace is where we interact across our differences and have the best opportunity to activate equity, flourishing and unity.
New tools and approaches are now available for leaders to achieve their performance goals by activating purpose and belonging in the small, diverse peer learning groups. In doing so, they also activate our nation's purpose by nurturing diverse relationships.
Broadly, Purpose Work Nation is divided into two parts. Chapters 1-3 are more historical and philosophical, examining the purpose, history, challenges, and opportunities facing our nation and organizations. Chapters 4-6 are more tactical, looking at how you can lead your organization into a flourishing future and steward the nation’s purpose. At the end of each chapter is a summary and 4 discussion questions for your book club.
We begin by looking at why organizations are the front line in the fight for our nation’s purpose (Chapter 1). We’ll also look at a unifying mythology to guide our leadership and nation and the return on investment (ROI) of activating purpose and belonging (Chapter 2). Next, we’ll look at the urgent need to shift our culture (Chapter 3).
We’ll then explore how the old way of doing Learning and Development (L+D), DEI, Wellness and Culture is a huge waste of time and money, and actually creates greater division and disengagement, and how the new way--building authentic, high-trust and diverse relationships across an organization--delivers better results and enables unprecedented productivity, innovation, well-being, information transfer, and organizational commitment (Chapter 4). We’ll also dive deeper into the two most powerful drivers of organizational flourishing: purpose and belonging (Chapter 5). We’ll conclude with an approach (Chapter 6) for activating a culture of purpose and belonging in your organization.
ABOUT THE AUTHOR
Brandon Peele (he/him) is a Midwesterner, best-selling author, an expert in purpose, leadership + culture change and the Founder of Unity Lab. He's trusted as a keynote speaker, consultant and program leader by organizations such as Google, Johnson & Johnson, Stanford University, JDRF, Morgan Stanley, U.S. Marine Corps, University of California - Berkeley, LinkedIn, the U.S. Navy, Slalom Consulting, the U.S. Coast Guard, and the University of Minnesota.
He has written two books on purpose and leadership, Planet on Purpose (2018) and The Purpose Field Guide (2019) and his work has been featured by news organizations such as USA Today, U.S. News & World Report, and Forbes.
Brandon holds an MBA in Leadership from Columbia Business School, is an Imperative Certified Purpose Leader (TM), and serves on the Council of the Global Purpose Leaders and the Leadership Council of ManKind Project San Diego.
What leaders say:
"Brandon is persuasive and persistent in his quest to make our society better – and he wants to enlist all of us in helping develop a more perfect union. He nudges us beyond the soundbites, the talking points coming from people on both sides who benefit from division, in favor of more thoughtful – and more difficult – exploration. His argument that business has a massive role to play in making change happen resonates strongly with me as someone focused on creativity in the business world. But in the end, businesses are collections of individuals, and so exploring some of the processes and trainings that can engage people where they are, across the spectrum of business roles and hierarchies, might actually be the only way to help this society realize its potential and effectuate change. For that reason, I hope this book is read widely."
Alan Iny, Global Leader, Creativity and Scenarios, Boston Consulting Group
"Based on his research and consulting, Brandon walks us through the frameworks that historical workplace cultures have held and shows us where they are in stark contrast to what organizations need to build a business that benefits both people and profit. In his writing, Brandon also takes us beyond the philosophical, presenting tactical drivers organizations that are the foundation of inclusion and can be implemented immediately to allow all employees to better thrive."
Emily Goodson, CEO, CultureSmart
“Eye-opening, direct hits on the many ways we've purloined the right of human flourishing from so many, and the purpose-based solutions for change. Like the bison, Brandon Peele charges directly into the storm, armed with powerful experiences and the latest scientific research. It’s a transforming work.”
Vic Strecher, PhD, CEO Kumanu
"Purpose Work Nation offers leaders a pathway to activate their teams and free them from mistrust and divisiveness. This book is research-backed, elegant and as American as apple pie. Read it to bring out the most productive and inspired work across the full diversity of your workforce. Given our mighty struggle to achieve social justice, Purpose Work Nation presents what is possibly today's most vital lesson for leaders."
Bea Boccalandro, President, Veraworks, Author of Do Good at Work: How Simple Acts of Social Purpose Drive Success and Wellbeing
"I've always believed in the power of business to create a flourishing planet. Prior to 2020, not many other CEO's agreed with me. Thankfully, they've caught up quickly. Especially as our nation gives way to chaos and division, business leaders are embracing their leadership legacy by investing in people and caring for their communities and planet.
"Purpose Work Nation is a guidebook for how to do that effectively and sustainably. I found Brandon's premise - that business is the only sector that can fulfill our nation's purpose - to be both sobering and inspiring. Rich with research and examples, this book is a must-read for every executive who wants to lead effectively in these uncertain times."
Chip Conley, Founder of Joie de Vivre Hospitality and Modern Elder Academy, Author - Wisdom @Work
"Purpose Work Nation is for leaders looking to make a powerful impact on their organization and on their nation. Brandon shows us how creating truly diverse, inclusive, purpose-driven workplaces helps our teams and our country flourish. The book is full of groundbreaking research and actionable tactics to help leaders leave a meaningful and lasting legacy."
Suzanne Clausen, Director of Client Services, CuraLink Healthcare
"Most of the challenges in the world, from climate change to inequality, can be connected back to companies as the root cause. As Brandon writes, it is imperative that these same companies redirect their resources and creativity to solving them. Brandon outlines how companies can lead with purpose inside and outside their organizations - starting by awakening the purpose of all their employees."
Aaron Hurst, CEO of Imperative, Author - The Purpose Economy
"Brandon Peele makes a strong case that bottom-up culture building is of greater importance than top-down strategy. With the bison metaphor, he reminds the reader that major culture shifts can only happen when people re-imagine their deeply ingrained symbols and narratives. By telling engaging personal stories supported with groundbreaking research, Brandon provides a clear call to action for leaders to activate cultures of purpose and belonging."
Kursat Ozenc, PhD, VP of Design, New Business Ventures Lab, J.P. Morgan Chase & Co. , Lecturer, Stanford d.school
"I wholeheartedly love this book. And I so honor this man who wrote it. Part of the inspiration of this book is that Brandon Peele is an Ivy-educated white guy who reckons with the systemic privileges that have benefited him and hurt others. He doesn't sugarcoat our past and present and shines a light on the path forward for everyone to flourish and our troubled nation to heal its original sins.
"But this is not a blaming scapegoating book. After Brandon details with great rigor and historical accuracy how America came to its current disjointed, broken and undemocratic state, he guides the reader to explore how our nation's mythology and narrative undermine the values that were inherent in its formation. But rather than just the individualistic approach to becoming more whole and humane, inclusive and diverse, developed and purposeful, Brandon fervently argues that business is the core institution that should be shaping the future soul of our nation. His recommendation for bringing purpose and belonging into workplace culture and systems is a paradoxical and evolutionary shift in how we can put ourselves back together again as a nation.
"This book is a must-read for any business leader who desires to create a place where people can become better humans by going to work."
Holly Woods PhD, Founder of Emergence Institute, Author of The Golden Thread: Where to Find Purpose in the Stages of Your Life
"Purpose Work Nation is the call-to-action that we need! It helps us understand the history of our current issues and a path forward to fix them. I recommend it to anyone leading a team or organization. Let's be Bison."
Eric Winters, Co-Founder of Heylo and former Principal at Google
"A unique, engaging, and disrupting perspective on the intersection of work, culture, belonging, and purpose."
Zach Mercurio, PhD, author of The Invisible Leader: Transform Your Life, Work, and Organization with the Power of Authentic Purpose
"Purpose Work Nation lays out a bold vision for the workplace, our economy, and our country. Filled with captivating personal stories, this book makes the irrefutable case for purpose and belonging in today's remote work world. This is the blueprint for employee retention and happiness that I have been looking for."
Tom Drugan, Vice President, Operations, SlideUX
"Let’s be real. From a rapidly changing climate that threatens our very existence, to the Covid pandemic, to a fragile Democracy that is crumbling from within like no time since the Civil War, to growing attempts to re-install Jim Crow, to economic disparity that continues to widen unabated, our country is in a heap of trouble.
"In Purpose Work Nation, Brandon Peele lays out in exquisitely referenced detail just exactly how we got where we are. It isn’t pretty and sure as hell not what most of us were taught in school. In fact, to right our dangerously listing ship, he suggests we will likely have to 'unlearn everything about U.S. history.'
"But all hope is not lost! Peele then proceeds to propose a solution that involves working through the private sector to help organizations provide opportunities for their employees to embrace their purpose and create the missing authentic connections that Martin Luther King identified as the two key drivers of “beloved communities.”
"This book is a soulful guide for caring leaders who want to make a difference, not just for their employees, but for their customers, their communities and for the whole of humanity. Peele explores in detail how this can be accomplished and provides extensive data to demonstrate how it actually can and does work.
"If you read only one business book this year – this is the one you want to choose – precisely because it is primarily not about business, but about creating a different and better humanity – one that, paraphrasing Dr. King, bends the moral arc of the universe toward justice."
Jon Robison, PhD, Founding Partner, Salveo Partners
"Brandon Peele in his new book, Purpose Work Nation, is asking us to resist recent trends that are diminishing our nation’s 'deep calling for equality, justice and liberty' as expressed in our founding documents. Brandon shows us how early values of individualism and independence taken to the extreme have shaped a corporate culture that produced extraordinary wealth for some but at great cost to our nation. Backed by hard data, he points out that while such a culture may provide short-term benefits for a few, it cannot deliver a sustainable future that will fulfill our nation’s commitment to all its citizens.
"Brandon describes this challenge by using two of our national symbols to represent two different paths we can follow: the path we have been on so far or a new one. Our current path, grounded in the primacy of the individual, is embodied in our national bird, the bald eagle, a solitary and opportunistic hunter and scavenger. A more noble and sustainable path would be oriented towards the welfare of the society as a whole as embodied in our national mammal, the Bison, a courageous, social animal that protects the herd. His analogy is a powerful one.
"Pursuing this second path will require a cultural transformation, which according to Brandon has already started in the business world with demonstrable results. He proposes as a first step that each of us discover and activate our purpose at work. Following that, he offers some new approaches to instill the more inclusive values and behaviors of the Bison to facilitate more meaningful stakeholder engagement.
"Brandon argues that corporate America is the place to start shifting values and beliefs from a more self-directed and self-serving orientation to one that is more outward-serving in the fulfillment of the organization’s purpose; that is, to the Bison way. Business has always been at the forefront of change in America. Brandon sees business again taking a leadership role in getting us back on track to fulfill our national purpose.
"Brandon’s book gives me hope that corporate America can be the impetus to move our country and the world beyond our earlier survival instincts to one of inclusion and cooperation. Reading this book has inspired me and hopefully will inspire you to keep up the good fight."
Paul Ratoff, President, Foundation for Purposeful Organizations, Author, Thriving in a Stakeholder World
Three paths to choose from...
If you are curious about purpose, belonging, organizational flourishing and national renewal, you can buy the book and join a 90-minute book discussion on Sunday, February 27th, 2022, at 9-10:30am PT.
Reserve your spot for the 2/13 discussion by pre-ordering the book and entering your email.
If you want to engage in a deeper discussion with Brandon and other purpose-driven leaders across the nation, about fulfilling your legacy as a leader, activating purpose and belonging in your organization, you will:
> Be the first to receive a signed copy of Purpose Work Nation.
> Start listening now to the audiobook of Brandon's previous book, Planet on Purpose.
> Join a community of purpose-driven leaders across the country to unpack the book's main points in a roundtable series with Brandon and learn from your peers in small groups. Four 90-minute video calls from 9-10:30am PT, on Sundays - 3/13, 3/27, 4/10, 4/24 (2022).
> Stay connected on a private Slack channel.
> Receive a bison coffee mug. Handmade in Montana.
Who this is for: Leaders in U.S. organizations of over 100 employees who hear the call to fulfill their legacy, lead with purpose and save the republic.
Who this is not for: Leaders outside of the United States or at organizations with fewer than 300 employees.
To reserve your spot, submit your information below.
If you want to activate purpose and belonging in your organization, and lead our national renewal you will receive:
> All the benefits of the leader round table (signed Purpose Work Nation book, Planet on Purpose audiobook, 4 live group discussions, Slack channel, bison mug)
> A 60-minute keynote for your organization.
> 30 signed copies of Purpose Work Nation.
Complete this form to schedule the keynote.