Know What You're FOR Introduction

Excerpt from the Prologue of

Know What You're FOR: A Growth Strategy for Work, An Even Better Strategy for Life

by Jeff Henderson

Download the complete Prologue

Download the complete Prologue

Most of what we've been taught about marketing is presumptuous.

    Self-centered.

    Soulless.

    As if the goal is to interrupt someone's life by seeing who can shout the loudest and command the most attention.

    Delaying a YouTube video with a five-second ad doesn't create an emotional bond with a customer, especially when the ad, unlike the video, never has trouble buffering.

    Much like an uninvited dinner guest who shows up inquiring about the menu, it's all a bit rude, pretentious, emotionally unaware.

    And it's no longer working.

    At least not like it used to, and it's only going to get worse.

    Or, actually, better.

    You see, there's a new way, a better way.

    It's been here the whole time, like most fundamental truths that for a season are lost. We need to find that truth again, to become reacquainted with a better way.

    A way that doesn't want to take but strives to add.

    A way that benefits both Wall Street and Main Street.

    A way that is less concerned about creating fans and more about becoming a fan.

    It's about treating customers not as algorithms but as people.

    It's no longer telling people how great our products are and why we're better than our competitors.

    It's about something far deeper, more profound. More substantial.

    The thriving organizations of the future will find this way and walk the path. They will stand for something bigger than keeping the business alive. When this happens, organizations no longer have to worry about staying alive. That responsibility shifts to the customer—one they'll gladly take on.

    When customers realize an organization is truly for them, they return the favor.

    It doesn't require shouting. It doesn't require interruptions. It doesn't require demeaning the competition.

    Those ways, thankfully, are fading away.

    A new way is emerging, one that is better for the world around you, and for you.

    It's a better strategy for work.

    And an even better strategy for life.

    It's what happens when you build an organization around who you're FOR.

    It's what happens when you build your life around it as well.

    In a hypercritical, cynical world, one that is often known for what it's against, let's be a group of people known for who and what we're FOR.

Download the complete Prologue

Download the complete Prologue

MEET JEFF HENDERSON

MEET JEFF HENDERSON

One of our own campus pastors, Jeff, has recently published this book that blends his corporate career as a marketing executive at Chick-fil-A, with his 15+ years as a Lead Pastor within North Point Ministries. In it, he uncovers the danger of Insider-itis for businesses and non-profits and the role it plays in preventing us from achieving the growth we’re striving for.

MEET JEFF HENDERSON

One of our own campus pastors, Jeff, has recently published this book that blends his corporate career as a marketing executive at Chick-fil-A, with his 15+ years as a Lead Pastor within North Point Ministries. In it, he uncovers the danger of Insider-itis for businesses and non-profits and the role it plays in preventing us from achieving the growth we’re striving for.

JOIN THE DISCUSSION

Join our team for the next 5 weeks as we read and discuss Know What You're FOR. Each week you'll receive an email with our favorite highlights from the book as well as questions we’ve used in our team discussion.

JOIN THE DISCUSSION

Join our team for the next 5 weeks as we read and discuss Know What You're FOR. Each week you'll receive an email with our favorite highlights from the book as well as questions we’ve used in our team discussion.