Preenedby PURPOSECAPITAL: THENEXTWAVEOFCHANGE ByScoLowry 2014THEPURPOSECAPITAL.Arghreerved.
ABOUTTHEPURPOSECAPI TAL C eve and epp ngup ohe pexpandpur po edr venwor kna ona ybypr or z ngourr e a on h p, mpac andper ona gr ow h, and n hepr oce, chang ng heeconomy.wear ea o har ng he oo and nf or ma on haw he p nd v dua andor gan za ond covermor epur po e n he rda ywor k, r egar d e of he r pr of e on, educa onor oc oeconom c a u.thepur po eeconomy ar ea emer g ngeconomy ha dr venand or gan zedar ound hecr ea onofpur po ef orpeop e, noj u nf or ma on, goodand er v ce. 1 PURPOSECAPI TALCLEVELAND. ORG
@PurpoeCapCLE @PurpoeCapCLE #PurpoeEconomyCLE#WaveOfChange 3 THEPURPOSE ECONOMY Le arwhomeconexfrom our frendaaronhur. 7 ADDITIONALPROOF OFTHECHANGEUNDERWAY Thereevdenceofheechange everywhere.ihowhaourdereo connec,grow andervennaeand becomngourprmarydrverna doman. pg. TABLEOFCONTENTS 3THEREISA WAVEOF CHANGEUNDERWAYIN CLEVELAND Thereawaveofchangeunderway hawfundamenayhfhow we aaoceyhnkabounnovaon, nvemen,andeaderhp. 10 CLEVELAND SSPECIALROLE AND OPPORTUNITY Ceveandhaadeepegacyof enrepreneurhpandphanhropydang backohedayofceveanderjohnd. Rockefeer. 13 CLEVELAND STOOLKITTO HELPYOU ENGAGEAND THRIVEIN THISNEW ERA pg. 16 CALLTO ACTION! Areyoureadyourfhemoexcngwave ofchangeoureconomyhaevereen? DegnbySeveKozak AREYOUREADYTO SURFTHENEXTWAVEOFCHANGE? 2
INTRODUCTION WILLYOUBEREADYTO SURF THISNEXTWAVEOFCHANGE? T hereawaveofchangeunderwayha wfundamenayhfhow weaa oceyhnkabounnovaon,nvemen,and eaderhpnourceandorganzaon.from hemeofheinduraeconomyhrougho heinformaoneconomy,everynchofhow we markeed,fnancedandconneceddracay changed.w ha nexonhehorzon?aneven bggerhf. L e arwhomeconexfrom our frendaaronhur.thefoowngfrom a keynoewhereheexpanedhwaveofchange andhefuebehnd. THEPURPOSEECONOMY ByAaronHur,CEO ofimperave FounderofTaproo Iwenohghchooand Theopporunyoead andhrveuponu. coegejuoudedero nannarbor,mchgan.i waaverydferendero hanheonemygrandmoher knew whenhearrvedaarefugeefrom Naz Germany.Shepanedapcureofacyn heydayfuhwhavhhome,energyand opmm. IwahegobahubofheInduraEconomy (muchmorevbranhanoday). Afer coegeimovedosconvaeyandwaruck byhow muchreembedmygrandmoher decrponofhederoheknew.iwaa vbranandnnovavecywhremendou weahandopporuny.sconvaeyhad repacedderoaheepcenerofhe economywhenwemovedfrom he 3 PURPOSECAPITALCLEVELAND.ORG.
@PurpoeCapCLE heinduraageoheinformaonage. Aweenerhefourheconomcera,hePurpoeEconomy,SconVaeywkeyberepacedahe gobahubofnnovaonjuarepacedderodurnghereofheinformaoneconomy.tha horcopporunyforanohercyoeadandhrve. WHATISTHEPURPOSEECONOMY? Overheyear,IhavebeenexpornghechangenouroceyhaIfrobervedahefounderofhe TaprooFoundaon.Inhepaeverayear,wehavewneedapowerfuhfnpubcdere,whchha changedwhawebuy,how webuy,from whom webuy,andhow muchweconume. Webuyocafoodandhareourcarandoffcepace.New recrungfrmaddreworker hungerfor meanngfujob.companefrom EyoPeparenegrangpurpoewhherboom ne. Thedereforpurpoeaunveraneed.Purpoenoaboufndngacaue,keavngheranforeor endnganmacruey;herearemanypeopewhohavecaueandyehavenopurpoenherworkor ve.onheoherhand,manypeopeworkwhoua caue, buhaveadeepeneofpurpoe.nor purpoeauxuryonyforhoewhmoneyandecury.wefndevenpeopenchaengnguaon makeaprory.purpoenoareveaon,aboofghnngfrom abovehaeuourfe cang. Thereayhawedcovermeanngnmamomen, hroughourdayworkandak. Purpoecreaedhroughreaonhp, dongomehnggreaerhan oureveandperonagrowh. Thwbehecurrencyofhe new economyandwbecore ohedegnofhe SconVaey ofhepurpoeeconomy. Purpoecreaed hroughreaonhp[connec],dong omehnggreaerhanoureve[erve] andperonagrowh[grow]. AREYOUREADYTO SURFTHENEXTWAVEOFCHANGE? 4
FIVEKEYDRIVERSTHAT CONTRIBUTEDTO THERISE OFTHEPURPOSEECONOMY 1 HUMAN SCALETECHNOLOGY Wearearngoeeareurnoaperonacaeenabedby echnoogy.thenew generaonaboudevernghumancaeouon.theinernehacreaedapaform hamakeeayofnd peope,producandervcebeyondhemofourgeographyorocaca.wecanfndervce provdedbypeopenourownneghborhood,readbogbyneghbornourowncommuny,andborrow moneyfrom ke-mndedpeoperaherhanbgbank.theenew modemakepobeoreconneco oureve,eachoherandourcommunebyharnenghepowerofreaonhp. 2 MILLENNIALS TheMennageneraon(hoebornnhe1980and1990)habecomeknownahepurpoe generaon.increangyageneraonofpeopeknownforherdereomakeadference,grow and hareherpaonwhheword.mennaceoandfounderfrom Redd AexOhananoGood Egg RobSproandAonSaanarechangnghewayweengage.Mennahaveburredhenebeween profeonadeveopmenandperonaef-expreon.theyareenrepreneura,ambouandocay orened.theyaremorekeyobeanchoredbypurpoefuearnngand experenceraherhanonejoboronecompany. Mennahaveburredhenebeweenprofeona deveopmenandperonaef-expreon.theyare enrepreneura,ambouandocayorened. 5 PURPOSECAPITALCLEVELAND.ORG
@PurpoeCapCLE 3 ENVIRONMENTAL,ECONOMICANDPOLITICALINSTABILITY Thegrowngunceranynouroceymovngpeopeofndabywhnhemeve,odenfyneed andodeveopempahyforhoeafecedbyurmo.nauraandeconomcdaeroverhea15year haveprofoundympacedourprore.theeconomcdownurnandhoungcrof2008forcedmany peopeandcompaneochangeherbehavoraconumerandempoyer.iforcedcompaneandce oexporennovaveouon;new modearebengeed,hybrdyeoforganzaonarebeng nvened,andcapafrom bohheprvaeecorandhegovernmenbengredrecedohepurpoe Economy. 4 LONGEVITY Thencreaenfeexpecancyhareuednafundamena hfnamercan changngvewofreremenandwha meanogrow od.aheymapouhernex30year, BabyBoomeraredegnngherecondcareerandagan prorznghepurpoeheyoughnheryouh.theyee herecondcareeraanopporunyomakeomeofher momporanconrbuonohemeve,oherfame andoheword. Encore Career Aheymapouhernex30 year,babyboomerare degnngherecondcareer andaganprorznghepurpoe heyoughnheryouh. 5 THECHANGINGFAMILY Eghy-wopercenofwomennheUnedSaenow work,a250percenncreaencehe1950.th aradcachangenourhouehodandve.bohparennmofamenow work,andoneofhemany conequenceofhchangehawearehrngpeopenrecordnumberforhejobhghenpurpoe carngforourkdandagngparen.womenhaverenohgher-everoeneadyncreang number,andhhaconrbuedoanohercoredrverofhegrowhofhepurpoeeconomy. AREYOUREADYTO SURFTHENEXTWAVEOFCHANGE? 6
Thecehanpreandupporheechangewbewe-poonedoeadnhenexeconomcera. TherearedozenofcearoundhewordpoonedobecomehenexSconVaey.Theonehapu ofwrequregnfcanvon,courageandreence,buweereward. Aafaher,Iam excedformychdren.thepurpoeeconomygongomakeheaduwordheyener morehumananduanabe.icoudn havehappenedamomenooner. AARON HURST CEO,IMPERATIVE AUTHOR, THEPURPOSEECONOMY AaronHuranenrepreneurandheauhorof ThePurpoeEconomy:How YourDereforImpac, PeronaGrowhandCommunyChangngheWord. HeheCEO ofimperave,acareer deveopmenpaform haempowerprofeonaodcover,connecandaconherpurpoen herwork.heaohefounderandadvorohetaproofoundaon,wherehewaheead archecndeveopnghe$15bonprobonoervcemarke. T ADDITIONALPROOFOFTHECHANGEUNDERWAY hereevdenceofheechangeeverywhere.ihowhaourdereoconnec,grow anderve nnaeandbecomngourprmarydrvernadoman. Themouccefupeopeandbe-runorganzaonareadyknow handareproacveyenurngaof heeeemenarepreenaday,everydaynaapecofherve,ncudngherworkfe.theyareno afedocomparmenazemakngavngandeekngpurpoe.ihaobefullynegraed. Noe:Wehoudahaveaeneofurgencyabouourreponeohechangngme.TheAgraranera aedabou12,000year.theinduraeraaedabou200yearandheinformaonerahahe PurpoeEconomybudngfrom ony64yearod(arednabou1950).eacherabudfrom and compemenheprevouackngprobemandervnghumanneednnew way.cearyheeconomc hfareacceerangandwehaveoacnow. 7 PURPOSECAPITALCLEVELAND.ORG
@PurpoeCapCLE Hereabrefampngofaddonaevdenceofwhadrvnghe purpoeworker haevovngfrom he knowedgeworker awerapdyenerhepurpoeeconomy. Dr.Segmanfrom heunveryofpennyvanahabeenudyngwharuyfufpeopefordecade.he conderedbymanyahefaherofhe cenceofhappne.hreearchdenfefourkeydrverhamovae andfufu:1)percevedconro,2)percevedprogre(growh),3)connecedne(connec),and4)von/ Meanng(ervngomehngbggerhanouref). DanPnk,auhorofDrve,TheSurprngTruhAbouWhaMovaeUdraw marconcuon.hemakeaveryrongcaeha1)auonomy,2)maery (earnngandgrowh)and3)purpoearewharuymovaeandfuy engageumuchmoreohanmoneyorpoon.hereagreavdeo haumuphebookn10mnuehp:/youu.be/u6xapnufjjc. ParcaAburdene,auhorofMegarend2010,TheReofConcouCapam, SevenNew TrendThaWTranform How YouWork,LveandInvepredced hehffrom annduraoannformaonaeconomy,heboomng1990andhepowerofhghtech/hghouch. Acorporaecanda,heechbubbeandamrufupubccompebuneodemonraeehc,ruand negry,agraroomovemenofceo,nveor,conumerand"ordnary"managerareeveragngmore connecon,growhandervce. TonyHeh Afergraduangfrom HarvardandenghfrcompanyoMcrooffor$265M n1999,foundhmefempy.how coudhbeaferhearguabycruhedhe puruofheamercandream?hereazedhahprmaryfocuonweah creaonreuednacompanydevodofanaracvecuureandhenoonger kedgongoworkahowncompany.thedhm ocreaeanenrecompany dedcaedocuureand creanghappnehroughwow foraofzappo akehoder(empoyee,nveor,cuomerandcommuny).theucceof Zappoarongemonyohevaueofbudngacompanyfrom heground upwhpurpoeaheprmarydrver. EhanMer/GeyImage AREYOUREADYTO SURFTHENEXTWAVEOFCHANGE? 8
JohnMackey,CEO ofwho efood, how ng haevena ar ge, pub ca y r adedcompanycan compe ew hapur po er chcu ur e. I nh book, Con c oucap a m,l ber a ng heher o csp r ofbu ne, hede cr behow hebe r un compan e nthepur po eeconomyw oper a e. Un ke r ad onafir m n he20 hcen ur y ha f ocu edon max m z ng har eho derva ue abovea e e, con c oucompan e er vea he r akeho der w hequacomm men. Compan e ha hr ve n hepur po eeconomyw eek o cr ea eva uef ora akeho der, nc ud ng Pho obyr char ddr ew/ap emp oyee, c en, owner, commun yand he env r onmen. Pho obyr char ddr ew/ap Wear eno a k ngaboucr ea ngqua nonpr ofi compan e hadon hr vefinanc a y.wear eno a k ngabou mpac nve ng nven ur e haar e cr ea ed pec fica y o er vea oc aneed.wear e Compan e ha hr ve n he Pur poeeconomyw eek ocr ea eva uef ora a k ngabouhow a or gan za onandcar eer ar e akeho der, nc ud ng managed n h new economy.themo ucce f u emp oyee,c en,owner, acr o a doma nw embr ace hepr nc p eof he commun yand he Pur po eeconomy: heyw eek o er vea akeho der andw havecu ur eandc e env r onmen. f u ofconnec on,gr ow hand er v ce. 9 PURPOSECAPI TALCLEVELAND. ORG
@PurpoeCapCLE CLEVELAND SSPECIALROLEANDOPPORTUNITY C eveandhaadeepegacyofenrepreneurhpandphanhropygongbackohedayof CeveanderJohn D.Rockefeer.TheprofhegacyaveandwenCeveandoday.From our60-puyoungprofeonaorganzaonoheword frcommunyru,he100-year-od CeveandFoundaon, cearhanegrangpurpoeneveryhngwedonourdna aa communy. ThepehoraofyoungprofeonaorganzaonarongeamenoheenergyCeveand Mennahaveforcvcengagemen.Umbreaorganzaonkehe20/30CubandEngage!Ceveand hepconnecheegroupogeher.ourmennaareeppngupoervehecommunyandnerac whpeerandbuneeeekngoexpandmpacandpurpoekenoohergeneraonbeforehem. TheCeveandFoundaonwaourcounry frcommunyru.iwadegnedopoohecharabe reourceofceveand phanhrop-vnganddead-noange,greaandpermanenendowmen forhebeermenofhecy.theceveandfoundaon exampepavedhewayformorehan700 communyfoundaonnheunedsaeodayhacoecveymanage morehan$48bonnaeanddrbueome$4.5bonayear ocommunyneed. Purpoe wbecoreohedegnofhe SconVaey ofhepurpoeeconomy. AREYOUREADYTO SURFTHENEXTWAVEOFCHANGE? 10
Buneeandcommunypannereekngoaracopaenandfuureeaderknow haoeyour compane,youhaveoeyourcyawe.threeouoffourmennawpckacybeforepckngajob, makngcrcaforceveandoconnueonvenandexpoeahahaoofer. Ceveand growngofae(horcaandnew)aremakngourcyncreangyaracveohe MennawhoaregongobeakeygroupeadngunohePurpoeEconomy.Someofheevdenceo upporhechangenceveandncude: 98% occupancydownown(penyofyoungprofeonaworkngandvngdownown) 68% ncreaenhenumberof25-o34-year-odcoegegraduaefrom 2006o2012 $5.5bonofpubcandprvaenvemenndownownpannedoronne RevazedPubcSquare,TheFa,Sadum,ConvenonCener,Lakefron Growngupporforyoungenrepreneur:JumpSar,Bzdom,FahSar,LaunchHoue 10hMoWakabeCynheUS Aareuofhorcanvemen,wehavemanyoher aeandbrghpohamakeourcyaracveo opaenandfuureeader,ncudngour: WordCaTheareDrc(PayhoueSquare), econdonyonew YorkCy Broadway Word-cahopaandhefrGobaCener forheahinnovaon Naonacharerchooeaderau Oneofhebehoungockandcoofvngnhecounry EmeradNeckace MeroParkyem Amazngpeopewhoecreaveandgvngprecondonone! 1 PURPOSECAPITALCLEVELAND.ORG
@PurpoeCapCLE WehavenumerouorganzaonkeCeveandSocaVenureParner,SocaEnrepreneurAcceraorSEA Change, BVU,Engage!Ceveand,20/30Cub,andeadngnuonkeTheWeaherheadSchooofManagemenaCae WeernReerveUnveryhaareprovdngforumandreourceoacceeraeCeveand eaderhproeaaroe modeandhubofhepurpoeeconomy. Noe:TheconcPeerB.LewBudngaTheWeaherheadSchooofManagemenhabeen eecedahehonorary CapoofhePurpoeEconomy. ThenauguraPurpoeEconomy ummwahedhereonapr8,2014whaaronhur.aheumm,agroupofcommed co-creaoreouoreveaceveandaaeaderandhubofearnngandgrowhnhepurpoe Economy.WearecapurnghehorcopporunyforCeveandobudoneaderhpand hrvenhepurpoeeconomy.toreferenceheagnefrom ayoungpurpoe-rchcompanyn Ceveand(www.Hocard.com),heeco-creaorarehepngCeveand becomeknown ahe Purpoeeaderofegacy. ThePeerB.LewBudngaheCaeWeernReerveUnverySchooofManagemen AREYOUREADYTO SURFTHENEXTWAVEOFCHANGE? 12
CLEVELAND STOOLKIT ohepyouengageandthrve nthnew Era A groupofco-creaornceveand parneredwhaaronhurand Imperaveoaunchhefrfu-bown, naona CyofPurpoe nave.severa oohavebeencreaed,modeedaferhe eforimperavepongnaanaoengage hecommunynhepurpoeeconomy dcuonandnpreacon. TheoodeveopedhepCeveander: ENGAGE drecynheconveraono acceeraeunderandngofwha o come ACCESS reourcehawmovehem hrough heranformaonnecearyohrve EXPAND heconveraonandaconwhher mmedaecommunyofakehoder 13 PURPOSECAPITALCLEVELAND.ORG
@PurpoeCapCLE Wheheryouareabune,non-prof,menna,encoreprofeona,unveryorgovernmen,heeoowhep youapnohe curencyofhenew economy. Organzaonandndvduahaaremopreparedoeekwork andenvronmenrchnconnecedreaonhp,ervngomehnggreaerhanhemeveandcommedo peronagrowh,whrve. Indvduacommedoeadngwhpurpoewbenhghdemand.Non-profwbeabeoprovdeanouefor peopeandcompaneeekngoervewheengagngupporeraamuchhghereve.unverehavehe opporunyobehougheaderandforumprovdngkeyreourceopurpoecommune.companehahave jobwhpurpoearegongodferenaenhecompeonforopaen.cecommedoupporng ndvduaandorganzaoneekngpurpoewaracandreanhebe-runcompaneandmoaened purpoeworker crucaoherongerm ucce. Therearefveprmaryoohawhepyou urfhepurpoeeconomywave: 1 JEFFERSONIAN DINNERS Thece hanpreanduppor heechangewbewe poonedoeadnhe nexeconomcera. A rucureddnnermodeedaferhow ThomaJeferonengagedhecommunyofhougheaderwho creaedournaon.thaprovencommunyengagemenoohawhepakehoderconnec,earn andgenoacon.a compeehomanuaprovdedohaanyonecanengagehercommuny drecynhedcuonandacceeraeacon. 2 PURPOSECAPITALCLEVELAND.ORG PeopecanvheoorganzeJeferonandnnerandRSVPo aendone.theeaoacaadrecoryofreourceakehoder canacceohepexpandpurpoe.fnay,heehghghbrgh pooreabouhow peopeandorganzaonareadapngand everagnghechangehaareoccurrngnoureconomy. AREYOUREADYTO SURFTHENEXTWAVEOFCHANGE? 14
3 PURPOSECAPITAL99 ThheannuahonorroeofpeopeandorganzaonnCeveandwhoare payngaouonpurpoe. Hghghnghgroupofearyadoperwhepacceeraeheexpanonofpurpoenourregona oherfoow heread. 4 ANNUALPURPOSECAPITALSUMMIT Thhghyneracveevenwbrngogehernaonapurpoeeconomyhougheader.Theecond annuaummnheprngof2015wncudeakeynoebyaaronhur.speaker,paneandneracve eonwbrngceveandpurpoeeaderogeherwhrepreenavefrom ohercyofpurpoe naveohareourexperenceandacceeraeearnngandaconforeveryone. 5 IMPERATIVE.COM Profeonacanvhperonazedwebeomanageacareerwhpurpoeandarevouonaryway forempoyeropropeherpeopeforward.checkouhhorvdeoon hecaeforpurpoeawork from heimperavee:hp:/www.mperave.com/empoyer. 15 PURPOSECAPITALCLEVELAND.ORG
@Pur po ecapcle CALLTO ACTI ON! A DON TMI SSTHEWAVE-HANG 1 0,CLEVELAND!
PURPOSECAPITAL:THENEXTWAVEOFCHANGE www.purpoecapaceveand.org @PurpoeCapCLE 2014THEPURPOSECAPITAL.Arghreerved.