Karen: This is PKF Texas Entrepreneur’s Playbook and I’m Karen Love; I’m the Host and Founder. I’m here with Bethany Andell, President of Savage Brands; welcome to the Playbook Bethany.

Bethany: Thanks for having me Karen.

Karen: I tell you, I am excited because I understand you have written a new book about ideology and methodology called Savage Thinking; now that’s not the name of the book is it?

Bethany: No, the name of the book is Get Your Head Out of Your Bottom Line and Build Your Brand on Purpose.

Karen: I love that. You’re talking to an accounting firm, we love that.

Bethany: We have to get attention. We’re a marketing firm right, so get some attention.

Karen: Exactly, exactly. Fantastic and so what I’m wondering is why is the time now a great time to do a book like that? It’s a fabulous idea.

Bethany: Thank you. In business circles we’re hearing a lot these days around companies leading with purpose, so when they say purpose what they mean is what’s the real value you bring in to the world? It’s no longer about just profit, growth, shareholder value but where do you uniquely sit in the world. And what happened and when we were studying it is it’s a very compelling thing to do, but the poster children for leading with purpose are companies like Southwest Airlines, Apple, Container Store, Whole Foods – and all great companies, but they all started with purpose. And so we’re sitting here saying how do we take an already great company that’s maybe traditionally used regular business profit first and transform it into a company that’s led with purpose.

Karen: With some new ideas, so it’s a culture change.

Bethany: It is and so we really had to figure out the methodology for not just how you connect with a purpose, but then how do you guide leaders into transforming the company culturally, like you said, be led with purpose.

Karen: Well I’m going to hold the book up now, Get Your Head Out of Your Bottom Line and Build Your Brand on Purpose. So I want to thank you for sharing this with us, I’ll let you hold this. This has been another Thought Leader Production brought to you by PKF Texas Entrepreneur’s Playbook.