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Morning Workshop: Understanding, Discovering & Articulating Your Core Purpose

Are You Ready to Understand and Articulate Your Organization’s Purpose?

In this hands-on workshop with Roy Spence, attendees will get an inside look at the secret ingredient of high-performing organizations: Purpose. Companies that have a purpose beyond making money elevate themselves to a performance that produces the best products, most loyal customers and employees, and enjoy enviable success in continually evolving markets. With purpose in place, employee engagement spikes, competition fades, customers flock and innovation flows. It’s the secret to developing a more fulfilling work life for employees on a deep, personal level which ultimately results in a healthier bottom line.

In this small, intimate workshop, Spence will share his firsthand experience working with some of America’s most successful companies—Southwest Airlines, Walmart, Whole Foods Market, John Deere and BMW. Attendees will work in small groups under the guidance of, and with input from Spence, to discover (or rediscover) the authentic purpose of their organization.

Workshop participants will:

  • Understand what core purpose is and is not
  • Learn how purpose-inspired organizations are winning in the marketplace
  • Explore their organization’s deeper purpose


Roy Spence
Co-founder and CEO of The Purpose Institute As Co-Founder and CEO of The Purpose Institute, Roy Spence consults with people and organizations on how to discover and live their purpose. Under Spence’ leadership, his GSD&M Idea City agency has helped grow some of the world’s most successful brands like “Don’t Mess with Texas,” Southwest Airlines, Walmart, DreamWorks, the PGA TOUR, BMW, the U.S. Air Force, LLBean and the Clinton Global Initiative.

He has served a trusted advisor to legendary leaders including Sam Walton and Southwest Airlines founder, Herb Kelleher. Spence’s council has been sought by U.S. Presidents Clinton and George W. Bush and leaders in the State Department and Department of Defense. Along with Haley Rushing, Spence co-authored the Wall Street Journal bestselling book, It’s Not What You Sell, It’s What You Stand For: Why Every Extraordinary Business is Driven by Purpose. He has also been named Ad Man of the Year and Idea Man of the Century.

What Audiences Say

“I had the opportunity to hear Roy Spence speak at the BMA national Conference this year in Chicago and he was great! Roy is a wonderful showman and story teller and he delighted the audience with ‘off the cuff’ advertising and marketing insights, political rants (which I loved) and advice to always put your customers’ needs first.

What a coup that we will have the legendary Roy Spence here in Colorado this September. He’ll leave you motivated and inspired - don’t miss it!”

Rich Carvill
President, TrueVine Marketing Communications

Wednesday, September 14, 2011 10:00am-11:30am


Embassy Suites, 1420 Stout St, Denver 80202

Valet parking is $8 per car with various surface lots available within walking distance of hotel.

Luncheon Keynote
Click here to attend the luncheon and keynote

Sponsors and Exhibitors

Roy Spence Sponsorship and Exhibitor Package

**Education Grant for BMA members in good standing: The first ten BMA Colorado members between employment opportunities qualify for a special rate of $40 for the morning workshop.  To take advantage, you must register through Marilee Yorchak, 303-607-9957.

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  • BMA Member - Workshop only: $75
  • Not-yet Members - Workshop only: $95


Deadline: 9/12/2011
Maximum Attendees: 30