This document summarizes the book "Red Goldfish" which discusses how businesses can motivate sales and loyalty through shared passion and purpose. It outlines how business purpose has evolved from solely focusing on shareholders (Version 1.0) to also prioritizing customers (Version 2.0), employees (Version 3.0), and broader purpose (Version 4.0). The book advocates for "Red Goldfish" - small things companies can do to bring their purpose to life, like programs at Patagonia, Harley Davidson, Apple, Google, Nike, and others. It explores 8 archetypes of Red Goldfish inspired by Maslow's hierarchy of needs.

1. RED GOLDFISH
Motivating Sales and Loyalty Through Shared Passion and Purpose
By: Stan Phelps
and Graeme Newell
PurpleGoldfish.com

2. Red Goldfish is the fifth color
in the Goldfish Series of Books

3. Purple Goldfish was about
little things that improve
customer experience and
drive word of mouth
2012
2014
2013
2016
Green Goldfish was about
little things that improve
employee engagement
and reinforce culture
Golden Goldfish was about
your vital few… little things
for your top 20% of
customers and employees
Blue Goldfish was about
technology, data, and
analytics… little things to
drive profits and prophets

4. RED GOLDFISH is about
motivating sales and
loyalty through shared
passion and …

6. Why?
Because business is evolving

7. Version 1.0 Shareholders
BUSINESS is solely about maximizing shareholder value & profits
The initial focus of a company was on WHAT:

8. “There is only one purpose of business and that is to only
engage in activities designed to increase profits.”
– Milton Friedman
1.0 Shareholders First

9. On the face of it, shareholder value is
the dumbest idea in the world…
Shareholder value is a result, not a
strategy... Your main constituencies are
your employees, your customers and
your products "
- Jack Welch, Former CEO of GE
"

10. Version 2.0 Customers
BUSINESS is about getting and keeping customers
The next version saw profit as a result, a result of focusing on WHO:

11. 2.0 Customers First
“Not so long ago companies assumed the purpose of a business is to make
money. But that has proved as vacuous as saying the purpose of life is to
eat...The purpose of a business is to create and keep a customer.” – Ted Levitt

12. There is only one boss. The customer.
And he can fire everybody in the
company from the chairman on down,
simply by spending his money
somewhere else.”
- Sam Walton, Founder of Walmart
“

13. Version 3.0 Employees
BUSINESS starts with understanding how value is created.
The value is created by employees.
The next version focused on HOW :

14. 3.0 Employees First
“You can’t have happy enthused customers without happy
engaged employees.” – Ted Coine

15. “I came to see in my time at IBM that
‘culture’ isn’t just one aspect of the game
– it is the game.”
- Lou Gerstner, Former CEO of IBM

16. Employees First, Customers Second is
a management approach. It is a
philosophy, a set of ideas, a way of
looking at strategy and competitive
advantage.”
- Vineet Nayar, Former CEO of HCL Technologies
“

17. Version 4.0 Purpose
BUSINESS should start with understanding why it exists
The last and most enlightened version focuses on WHY :

18. 4.0 Purpose First
“People don’t buy what you do, they buy WHY you do it.”
– Simon Sinek

19. Exceptional firms have always been
good at aligning their purpose with
their execution, and as a result have
enjoyed category leadership in sales
and profits.”
- John Kotter and James Heskett
“

20. Purpose is important
to employees
According to PriceWaterhouseCoopers:

21. 86%
6 out of 7 employees would consider
leaving an employer whose values no
longer met their expectations

22. Purpose is important
to customers
According to Brand Fuel:

23. 86%All things being equal, 6 out of 7 customers will
choose to do business with companies whose values
mesh with their own

24. Purpose will continue to
become more and more
important in business

25. In 2020, 51% of the workforce will be millennials

26. A millennial has a different
perspective about business
They are shedding the old binary view of business.

27. They no longer see businesses as either…

28. F R
or

29. The line between for profit and non profit is blurring

31. Business is
evolving
Smart companies will focus on
both profit and purpose.
Going forward, companies will
only be seen as…

32. FOR
PURPOSE

33. NOT FOR
PURPOSE
or

34. “Consumers want a better world, not just better widgets.“
– Simon Mainwaring

36. The New Bullseye

37. Being Good is Good Business
Raj Sisodia looked at 28 companies in his book Firms of Endearment. The 18 publicly traded companies
out of the 28 outperformed the S&P 500 index by a factor of 10.5 over the years 1996-2011.
Source: https://hbr.org/2013/04/companies-that-practice-conscious-capitalism-perform

38. Being Good is Good Business
Purposeful, value-driven companies outperform their counterparts by a factor of 12.
Source: Book - Corporate Culture & Performance, by John Kotter and James Heskett

39. RED GOLDFISH are the little things your do to bring your purpose to life

40. Why the color RED and Why a GOLDFISH?

41. FIRST, WHY A GOLDFISH?

42. The Goldfish represents something small. It was inspired Kimpton, a chain of boutique
hotels, Kimpton embodies the concept of doing the little something extra. Stay at any
of the Kimpton properties and you’ll find:
• free gourmet coffee and fresh fruit in the lobby
• complimentary wine tasting in the afternoon
• pet-friendly accommodations
My favorite perk is something a select number of the properties do for guests. Perhaps
you are staying at a Kimpton for a few days, and you are getting lonely…

43. GIVE A LITTLE UNEXPECTED EXTRA
Guppy Love
Kimpton will give you a pet goldfish for
your stay. They call it “Guppy Love.”

44. Average Goldfish = 3 inches
A goldfish also represents something
small. But all goldfish are not created
equal.
The world’s largest is…

45. Nearly 20 inches or 50 centimeters
That’s nearly six times larger! How can there be such a difference. It turns
out the growth of a goldfish is determined by five factors. The growth of
your business is also affected by the same five things.

46. Five Factors
#1. SIZE OF THE BOWL = MARKET
#2. NUMBER OF OTHER GOLDFISH = COMPETITION
#3. NUTRIENTS/CLOUDINESS OF THE WATER = ECONOMY
#4. FIRST 120 DAYS OF LIFE = START-UP
#5. GENETIC MAKEUP = DIFFERENTIATION
Assuming you’ve already been in business for four months,
what’s the only thing you have control over?

47. Five Factors
#1. MARKET
#2. COMPETITION
#3. ECONOMY
#4. FIRST 120 DAYS
#5. DIFFERENTIATION
The only thing you can
have control over
is how you differentiate.
How you purposely
stand out in a sea of sameness?

48. WHY THE COLORS?
The first three colors were an ode to
New Orleans and its most famous event…

49. Purple, Green, and Gold
are the three official
Mardi Gras colors

50. The “additional gift”or “to give more”
LAGNIAPPE
It was an ode to New Orleans
because of one word…
Mark Twain came to appreciate this one word
and its meaning during his time in New
Orleans. He wrote that it was “a word worth
traveling to New Orleans to get.”

51. That one word is…
LAGNIAPPE

52. means the “additional gift”or “to give more”
LAGNIAPPE

53. Why RED?
Our inspiration for RED comes from the (RED)
movement. (RED) was created by Bono and Bobby
Shriver. Launched in 2006, it’s purpose was to
engage the private sector to raise funds in the
fight against AIDS in Africa.

54. (RED) helped reinforce the simple idea that doing good is good
business for both your customers and employees.

55. Purpose beyond Profit
The branding agency Wolff Olins helped build
the platform for (RED). They created a unique
brand architecture that united participating
businesses by literally multiplying their logos to
the power (RED). Companies created select red
products. A portion of the sales of those products
were donated to (RED) chartiable programs.
According to Wolff Olins, “the appeal of (RED)
was clear: it connected these corporations with a
purpose beyond their own profit.”

56. Prior to the launch of (RED), businesses had contributed just $5 million to the Global Fund in four
years. In a decade since its inception, the private sector, through (RED), has contributed over $350
million. One hundred percent of the funds are invested in HIV/AIDS programs in Africa with a focus
on countries with high prevalence of mother-to-child transmission of HIV.

57. In 2016, we started the Red Goldfish Project. We collected over
250 examples of how companies embrace purpose.

58. We found 8 Archetypes
of RED GOLDFISH
1. The Protector
2. The Liberator
3. The Designer
4. The Guide
5. The Advocate
6. The Challenger
7. The Unifier
8. The Master

59. MASLOW
The eight archetypes were
inspired by Abraham Maslow
and his hierarchy of needs.

60. 1. The Protector
PURPOSE:
Those who
protect what’s
important
Type:
Safety
Category:
Product
Archetype:
The Protector - Those who protect what is important
Fiction:
Superman, Captain John Miller (Saving Private Ryan)
Non-Fiction:
Al Gore, Ralph Nader, Gloria Steinem, Jimmy Carter
Superman

61. 1. The Protector
PURPOSE:
Those who
protect what’s
important

62. Patagonia’s purpose is to build the best product, cause no unnecessary harm,
use business to inspire and implement solutions to the environmental crisis.
One of the popular red goldfish at Patagonia is a program that allows
employees to take 2 months at full pay to work for environmental groups.

63. 2. The Liberator
PURPOSE:
Shake Off the Old,
Reinvent a Broken System
Type:
Safety
Category:
Product
Archetype:
The Liberator – Reinvent a broken system
Fiction:
Jason Bourne, Lawrence of Arabia
Non-Fiction:
Moses, Richard Branson, Henry Ford, MLK
Moses

64. 2. The Liberator
PURPOSE:
Shake Off the Old,
Reinvent a Broken System

65. Harley Davidson’s purpose is to fulfill dreams of personal freedom. They help
build communities of people who love the freedom of the open road.
Harley has a program called the Riding Academy. As a red goldfish, they
offer free rider training for military members and first responders.

66. 3. The Designer
PURPOSE:
Empowering through the creation
of revolutionary products
Type:
Safety/Love
Category:
Product
Archetype:
The Designer – Empower through revolutionary products
Fiction:
Doc Brown, MacGyver, Willy Wonka
Non-Fiction:
Steve Jobs, Thomas Edison, James Dyson
Doc
Brown

67. 3. The Designer
PURPOSE:
Empowering through the creation
of revolutionary products

68. Apple sought to make a contribution to the world by making tools for the
mind that advance humankind. To quote Steve Jobs, “a bicycle for the mind.”
A red goldfish that brings Apple’s purpose to life is when they celebrated
how autistic children are able to communicate through the use of an iPad.

69. 4. The Guide
PURPOSE:
Facilitating Individual Progress
Type:
Love
Category:
Product to Purpose
Archetype:
The Guide – Facilitator of individual progress
Fiction:
Mr. Miyagi, Glinda
Non-Fiction:
Salman Kahn, Neil deGrasse Tyson, Seth Godin
Mr. Miyagi

70. 4. The Guide
PURPOSE:
Facilitating Individual Progress

71. Google’s purpose is to create technology that improves people’s lives by
organizing the world’s information and making it universally useful.
A red goldfish from Google is 20% time. It allows engineers time to
work on a personal project to improve or enhance a Google product.

72. PURPOSE:
Those who stand
up for a tribe
5. The Advocate
Type:
Love
Category:
Product to Purpose
Archetype:
The Advocate– Those who stand up for a tribe
Fiction:
Katniss Everdeen, Atticus Finch, Oskar Schindler
Non-Fiction:
Susan G. Komen, Sheryl Sandberg, Michelle Obama
Katniss
Everdeen

73. PURPOSE:
Those who stand
up for a tribe
5. The Advocate

74. Panera’s purpose is to help its customers consciously and eat deliciously. It
aims to put a loaf of bread under every arm.
Panera Cares is an example of a red goldfish. These are community cafes
based on shared responsibility and raising awareness of food insecurity.

75. PURPOSE:
Inspiring People to
Transformative Action
6. The Challenger
Type:
Love/Esteem
Category:
Product to Purpose
Archetype:
The Challenger – Inspiring people to tranformative action
Fiction:
Maximus, Andy Dufresne
Non-Fiction:
Patton, Winston Churchill, Oprah, Tony Robbins
Maximus

76. 6. The Challenger
PURPOSE:
Inspiring People to
Transformative Action

77. Nike’s purpose is to bring innovation and inspiration to every athlete in the
world. And if you have a body, you are an athlete.
A red goldfish from Nike is its Nike+App. It allow you learn from
professional athletes, get access to events, and support from trainers.

78. 7. The Unifier
PURPOSE:
Inspiring Individuals to
Join a Movement
Type:
Esteem/Self Actualization
Category:
Purpose
Archetype:
The Commander – Inspire individual to join a movement
Fiction:
William Wallace
Non-Fiction:
Bono, Abraham Lincoln, Susan B. Anthony
William
Wallace

79. 6. The Heroic
PURPOSE:
7. The Unifier
PURPOSE:
Inspiring Individuals to
Join a Movement

80. Whole Foods Purpose is to inspire others to help co-create a world where
everyone, our communities, and planet can flourish.
A red goldfish is its stance on food labeling. They are requiring all of their
products to indicate if they contain bioengineered organisms by 2018.

81. 8. The Master
Type:
Self Actualization
Category:
Purpose
Archetype:
The Master – Changing Lives and the World
Fiction:
Yoda, Gandhi
Non-Fiction:
Nelson Mandela, Elon Musk, Bill Gates
PURPOSE:
On a Mission to Change Lives
and Improve the World
Yoda

82. PURPOSE:
On a Mission to Change Lives
and Improve the World
8. The Master

83. Warby Parker’s purpose is sell affordable eyewear and give back to
developing countries by providing eyewear to those who need it the most.
A red goldfish from Warby is its “Buy a Pair, Give a Pair” program. The
program trains men and women to give eye exams and sell glasses.

84. It is important to
differentiate
between a mission
and a purpose:

85. “We do not have to be non-profits to make a difference in this world.
We can be a for-profit that does things differently.“
– Rebecca Smith, Better Life Bags

86. What are your RED GOLDFISH?

87. READY TO
THINK OUTSIDE
THE BOWL?

88. on February 14th

89. Author: Stan Phelps
stan@purplegoldfish.com
+1.919.360.4702

90. Author: Graeme Newell
gnewell@602communications.com
+1.919.280.8224

91. Keynotes and Workshops
+1.919.360.4702
speaking@purplegoldfish.com
LITTLE THINGS CAN MAKE THE BIGGEST DIFFERENCE