The Purpose Revolution

Join Dr. Izzo as he discusses the meaning behind the Purpose Revolution from the grassy knoll in Dallas. For more information about the Purpose Revolution, please check out drjohnizzo.com/the-purpose-re...
Hi I'm Dr. John Izzo and today I'd like to talk to you about a revolution, a revolution about to affect every aspect of every business in the world in the coming decade and like all revolutions it's quiet so at the beginning you hardly know it's even happening.
I'm in Dallas today where I've just been
speaking to the Women's Food Service Forum, the gathering of thousands of female leaders. I couldn't help but think of the women's leadership movement has been a bit that way. It began where just a few women were Trail Blazers and then suddenly now women are in leadership positions all over the world. And I'm here today in what place that should look familiar to you, called the grassy knoll and it is here from that place just up there that John Fitzgerald Kennedy was killed in 1963. I've never been to the grassy knoll before and I wanted to come here both to remember JFK but also to remember the revolution that was his election. Most of us are not old enough to remember that at the time it was very controversial that a Catholic might become the President of the United States and famous people, even Norman Vincent Peale, one of my heroes, said the country would be in dire danger if a Catholic were ever elected President. But John F. Kennedy started a revolution that any person of any faith could in fact be the President of the United States. But I want to talk to you today about something I call the Purpose Revolution, about a growing number of consumers, investors and employees all over the world for whom purpose, whom believing in the work that they do, believing in the companies they buy from, and believing in the things they invest in is just as important as meeting their selfish needs.
In fact, some demographers estimate that this aspirational group of consumers, investors, employees may represent as much as thirty seven percent of the global population. That doesn't mean that every one of these people thinks only about higher purpose when they buy a product, when they sign on as an employee
or when they invest their money, but basically this is a group of people who are saying I want it all, I want to meet my selfish needs but at the same time I want to know my buying, my investing and my working are making the world a better place. Like all revolutions, it's very quiet right now. Many of the companies
that I work with say they've already seen the purpose revolution in terms of talent, with a top talent out of school are coming and saying, look I want to be a part of something I believe in. That guy was just talking to the woman who heads the ecomagination division of GE which was started ten years ago as a division to create sustainable products for the future and everyone said echo
imagination would surely fail. Not only has it been incredibly profitable for GE, but she was telling me that it's become a magnet for talent. The best engineers in the world say, if I can work somewhere where I can change the world, I'm in. I was just talking recently to a man who runs Novex, a small courier company that
went all green with electric vehicles and also reducing packaging waste etc and he told me how their search for talent- both getting them and keeping them has fundamentally changed since they focused their company on higher purpose.