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Inspiring Leaders START WITH WHY. 

For What's Next, We Ask: SO WHAT?

As we have lived through the first twenty percent of our twenty first century, we are left to ponder a plethora of daunting questions: What’s the way out of extreme polarization? Can we protect democracy? Will we ever revert the climate crisis? Is sustainable development a chimera? How can we reboot our economies anew and for the benefit of many, not just a few? In this anxiogenic context, merchants of hope brought the search for purpose back to the fore.


In 2020, the respected Harvard Business Review published a special issue titled “How to lead with purpose”, the French food and beverages multinational Danone amended its corporate bylaws to broaden its purpose to positive social impact, and in his victory speech, Joe Biden invited all Americans “to defeat despair [and] build a nation of prosperity and purpose”.


Far from being a fad, the search for purpose is foundational to our quest for a better future. In words that sing to our ears like a Chopin melody, French writer, poet, aviation pioneer and author of The Little Prince Antoine de Saint-Exupéry put it beautifully: “If you want to build a ship, don’t drum up the men to gather wood, divide the work, and give orders. Instead, teach them to yearn for the vast and endless sea.”


Following a series of encounters and conversations with CEO’s, entrepreneurs, social innovators, advocates, researchers, artists, adventurers, spiritual leaders and sometimes with himself, the author of The Book of So What takes us with wit on an iconoclastic journey beyond purpose to reveal some of our contemporary blind spots: purpose bloating, purpose washing and purpose myopia to name a few. As the stories of transformations and reconciliations he narrates take us from the Loire Valley in France, to both banks of the Saint Laurent River in North America and then to the Jordan Valley in the Middle East, he shares with us a few valuable keys to clear the way forward with courage and explores the liberative powers of the modern jester’s question:


“Inspiring leaders start with WHY. For what’s next, we ask: SO WHAT?”


© Dominique Bel, 2020. All Rights Reserved in all Countries.

An eye-opening and empowering sequel to Simon Sinek's

   Start With Why.   

/ Theodore Fairhurst - Entrepreneur explorer & author

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© Dominique Bel, 2020. All Rights Reserved in all Countries.