The Purpose Economy

THE PURPOSE ECONOMY
By: Giovanni Marsico
NOTICE: This Book is licensed to the individual reader only.

Duplication or distribution via e-mail, disc, network, printout or other means to a person
other than the original purchaser is a violation of international copyright law.
Copyright 2013, Giovanni Marsico, Archangel Academy, Inc. All rights reserved.
No part of this book may be reproduced in any form, by any means
(including electronic, photocopying, recording or otherwise) without the prior
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Published by:
Archangel Academy, Inc.

Centre for Social Innovation Building
720 Bathurst Street, Toronto, ON M5S 2R5
http://www.giftedentrepreneur.com
GIOVANNI MARSICO
MY GIFT TO YOU
The following eBook is a prelude to Giovanni Marsicos upcoming
hardcover book, The Gifted Entrepreneur.
As a special thank you for reading this guide,
and for subscribing to Giovannis blog at www.giftedentrepreneur.com,
were going to email you instructions on how to receive a FREE hardcover
copy of the limited edition VIP release of The Gifted Entrepreneur.
(If youve received this PDF from a friend, please subscribe
at www.giftedentrepreneur.com to receive your free copy.)
GIOVANNI MARSICO
Table of Contents
SECTION 1 THE PURPOSE ECONOMY
The Purpose Economy.....................................................................................................................................7
Purpose Is The New Paradigm......................................................................................................................8
The Battle For Your Heart..............................................................................................................................10
Givers Guilt: Doing Well vs. Doing Good................................................................................................11
The Gifted Entrepreneur...............................................................................................................................13
From Gifted Student To Gifted Entrepreneur........................................................................................14
SECTION 2 THE GIFTED MARKETING FORMULA

The Gifted Marketing Formula...................................................................................................................19
The 9 Phases of The Gifted Marketing Formula....................................................................................20
The Dreamlab Approach..............................................................................................................................22
The Original Syn Method..............................................................................................................................25
The DNA Packager.........................................................................................................................................27
The Dabster Technique.................................................................................................................................30
The Check Magnet Gameplan....................................................................................................................32
The Funnel Of Love Model...........................................................................................................................36
The Matchmaker Matrix................................................................................................................................39
The Supersizer System...................................................................................................................................42
The Choir Builder.............................................................................................................................................44
SECTION 3 CONCLUSION
Conclusion What To Do Next...................................................................................................................49
About The Author...........................................................................................................................................50
The Archangel Manifesto.............................................................................................................................51
SECTION 1:
THE PURPOSE
ECONOMY
GIOVANNI MARSICO
THE Purpose ECONOMY

Welcome, friend.
Are You An Entrepreneur With A Big Heart, Who Feels Like There Is Something Missing
In Your Life?
Do you want to make a bigger difference in the world, but feel pulled back by the time
and financial constraints of growing a business?
If so, then I have a gift for you. But first:
How would you like to start a movement with me? A movement that could make you a
fortune, and at the same time, empower you to make the world a better place?
Together, you and I are going to change the world.
Let me explain...
Over the past few years, Ive discovered something so big, and so awe inspiring,
that it will change the face of business forever.
Ive identified a trend that is about to explode -- but is currently invisible to most
entrepreneurs (including your competitors).
Its a new way of doing business that will set you apart from your competition, and
skyrocket your sales.
If youre like me, you want to build a massive, successful business. But you also want to
make a positive difference in the world.
The common belief is that you can either do one, OR the other.
For-profit OR non-profit.
SECTION 1: THE PURPOSE ECONOMY
THE PURPOSE ECONOMY
Make a fortune OR make a difference.
Heres What I Discovered...

What if I told you there was a way that you could build a more successful business,
AND do more good in the world?
What if there was a way to not only make a fortune AND make a difference, but to make
a fortune BY making a difference?
Introducing: The Profits On Purpose Movement

Over the coming days and weeks, Im going to share everything Ive learned about
building a Profits on Purpose business: one where you could make a fortune by making
the world a better place.
So, if youre interested in:
increasing your profit margins
attracting better clients
completely eliminating your competition
having more time to devote to your family and to good causes
making the world a better place?
then welcome to the Purpose Economy. You, my friend, are about to become a
Gifted Entrepreneur.
Purpose Is The New Paradigm

In 2012, the public relations firm Edelman surveyed 8,000 consumers in 16 different
markets as part of its goodpurpose study. The goal was to explore consumer attitudes
around the world with respect to the relationship between brands and social purpose.
To quote the study; Values are the new currency; Purpose is the new paradigm.
GIOVANNI MARSICO
The study goes on to state, Beyond CSR, cause marketing or altruism, Purpose is a core
strategy for profit and growth based on linking an organizations reason for being to
improving lives and impacting society.
Here Are Some Of The Results From The 2012 Study.

76% of global consumers believe it is acceptable for brands to support
good causes and make money at the same time (a 33% increase from 2008)
When quality and price are equal, the most important factor influencing
brand choice is Purpose
72% of consumers would recommend a brand that supports a good cause
over one that doesnt (a 39% increase since 2008)
73% of consumers would switch brands if a different brand of similar quality
supported a good cause
How This Creates A Massive Opportunity For You

Were at the beginning of a new era, as more and more consumers demand social
responsibility from the brands they buy.
Those of us who take advantage of this new reality will win in the Purpose Economy.
What should fascinate you about these results is that purpose can, and will, become the
ultimate differentiator.
Not only will consumers switch brands because of purpose, but they WANT you to make
a fortune while you make a difference!
So, how do you establish authentic purpose within
your company? And who are the winners and losers
in the new Purpose Economy? We explore the answers
in the following pages.
THE PURPOSE ECONOMY
The Battle For Your Heart

Who are the winners and losers in this new Purpose Economy?
The Evolution of Differentiation

Looking back over the past few decades, the winners have typically been companies that
have beaten the trap of commoditization, which is a process where one product or service
is indistinguishable from competing products or services, and is therefore evaluated by
consumers on price alone. Whats more, the exponential growth of technology has also
spawned the trap and spread the curse of commoditization.
In their seminal book The Experience Economy: Work Is Theater & Every Business a Stage
(Harvard Business Press, 1999), authors Joseph Pine and James H. Gilmore argued that the
only way to save our economy from devolving into one dominated by commodities was
to evolve from selling products and services, into packaging and delivering experiences.
And they were right!
Starbucks and other premium cafs are simple examples of this evolution in practice.
Theres a reason why everyone from tweens to seniors are spending $5 (often more!)
for a product that they can buy from a conventional coffee shop for $1 or $2, or make
at home for even less. Yes, the quality of the product matters; but its essentially the
experience that commands the premium.
However, evolution is by definition not a static phenomenon, and now, nearly 15 years
after we embraced the Experience Economy, its time to embrace the next chapter in
differentiation: Purpose.
The New Battle

One of my favourite books of all time is Positioning: The Battle For Your Mind (McGraw-Hill
1981) by Al Ries and Jack Trout.
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GIOVANNI MARSICO
The premise of the book is that in an over-communicated society, the way to succeed is
not to focus on more communication, but to create a position in a prospects mind.
That is, the winners of the new Purpose Economy are the businesses that are perceived to
care for, and love, their clients and community the most; i.e. the ones perceived to have
the MOST heart.
On the other hand, the losers in the new Purpose Economy are the businesses that
are perceived to care for and love their shareholders and profits the most; i.e. the ones
perceived to have the LEAST heart.
Givers Guilt: Doing Well Vs. Doing Good

Its easy to say that you should build your business around a bigger Purpose. Yet in reality,
its hard to do.
As a big-hearted entrepreneur, Ive had an issue for years which I call Givers Guilt.
Let me know if this sounds familiar:
For every dollar you make, do you keep it, or give it away? For every spare minute of time,
do you do something for yourself, or for someone else?
Theres guilt on both sides of this equation: creating a better life for yourself and your
family, vs. creating a better life for others.
For most profit-focused entrepreneurs, the idea of sacrificing profits is a deterrent to
building a Purpose-Based organization.
Increased competition, shrinking profit margins and diminishing customer loyalty makes
it already difficult enough for entrepreneurs to stay afloat, let alone worry about purpose!
In their eyes, Purpose will cost money and time that they dont have.
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THE PURPOSE ECONOMY
Their Ignorance Is Your Opportunity

Lets keep this as our little secret: Ive discovered a way to use Purpose as the key
to skyrocketing your profits, eliminating your competition, increasing margins, and
dramatically increasing client loyalty to the point where they will love you.
What Ive found, is the Holy Grail to success for the next decade.
In fact, Ive developed a step-by-step formula for making this happen and itll be
revealed to you in a few moments.
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GIOVANNI MARSICO
The Gifted Entrepreneur

Before I reveal the magic formula, lets talk about you.
In fact, lets fast forward into the future one year from today and look back over
the year that has just past.
Back To The Future

Roughly a year ago, I shared my secret formula with you, and told you how to apply it to
your business.
Within weeks, you were able to increase prices, while at the same time, attract better
quality clients to your business.
Those clients were more loyal, willing to pay a premium, and referred more business to you. In
short, they were more connected, because they shared the same passion for your Purpose.
Sales went up. Profits even higher.
Your competition is no longer your competition. Youre in a league of your own, and none
of your old competitors can figure out what youre doing.
Your employees are more engaged, inspired, and productive because of your Purpose.
They care deeply about your business, and about your clients.
And best of all, youve made a massive difference in the world.
Youve been able to devote time, resources, and finances to making
the world a better place -- without sacrificing profits.
In fact, even after your contributions, youve still made more profit
over the past 12 months, compared to the 12 months prior.
Youre now, officially, a Gifted Entrepreneur.
13
You are now,

officially, a Gifted
Entrepreneur.
THE PURPOSE ECONOMY
So Whats A Gifted Entrepreneur, Anyway?

A Gifted Entrepreneur is one that makes a fortune BY making a difference one that
has infused a bigger Purpose throughout their organization.
I used the word Gifted to denote an entrepreneur who is successful and talented,
who also believes in giving and being a gift to the world.
A Gifted Entrepreneur blurs the line between for-profit and non-profit. We believe that
its fine to make a fortune, while making a massive difference.
In a just a few moments, Im going to reveal the secret sauce: The Purpose Economy.
From Gifted Student To Gifted Entrepreneur

So how did I figure this all out? Where did the concept of the Gifted Entrepreneur
come from?
My Gifted Journey
In 1984 my elementary school tested students, and I was labeled as Gifted.
From Grades 5-8, I left my regular class for one day a week to attended Gifted class.
It was my first time experiencing what Napoleon Hill would call a Mastermind: the idea
that being around other smart and talented people (even children) would make me
smarter and more talented.
The Mastermind experience would continue throughout high school, as I was lucky
enough to attend St. Michaels College School, a private school in Toronto, Canada,
for intellectually and athletically gifted students.
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GIOVANNI MARSICO
The Role That Changed My Life

In 2002 I was hired onto the marketing team at Strategic Coach, which offers a workshop
program for highly successful entrepreneurs. During my time with this incredible
organization, I was able to see the true power of the Mastermind concept in action.
Groups of 20-40 high achieving business owners would gather each day to learn how to
break through their obstacles, and achieve higher levels of success both from the coach
at the front of the room, and from each other.
Dan Sullivan
It was at Strategic Coach where I met the two men that would change my life forever.
The first was Dan Sullivan, the owner of Strategic Coach. Dan is one of the smartest
people on the planet. I learned more during my three years at Strategic Coach than I had
the previous 25.
While most team members would leave at 5pm to be home with their families, I would
stay after work to read every possible strategy, tool and book that Dan published. I tried to
get myself into every possible workshop to be around the clients. I absorbed everything
that was taught like a sponge.
Joe Polish
My other life-changer is Joe Polish. Joe is one of the worlds top marketing experts,
as well as a client at Strategic Coach.
In 2004, I had to opportunity to work on a Strategic Coach marketing project with Joe.
That year, Joe invited me to a marketing conference held in Scottsdale Arizona by another
marketing master, Dan Kennedy. The date was May 5, 2004 a date I will never forget
as it was then that I was introduced to the incredible world of Direct Response Marketing.
It was also the day I had the privilege of meeting Mark Victor Hansen, speaker and author
of the Chicken Soup for The Soul book series (with more than 140,000,000 books sold
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THE PURPOSE ECONOMY
internationally). He said something to me that day that changed my life, Giovanni,

to be rich, you must enrich.
It was that day that I came up with the idea for Archangel Academy, a school for
entrepreneurs like myself who wanted to change the world.
I owe much of my success to Dan and Joe, and Im proud to say that I am now both a
client of Dans Strategic Coach Program and Joes Genius Network Mastermind. If you
are a Gifted Entrepreneur, I highly recommend both organizations.
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SECTION 2:
THE GIFTED
MARKETING
FORMULA
GIOVANNI MARSICO
The Gifted Marketing Formula

How do YOU incorporate Purpose into your business model without sacrificing or
risking profits?
How do YOU exponentially grow your business, your revenues, and your profits by
creating a new business model with Purpose at its core?
The Answer Is The Gifted Marketing Formula.

The Gifted Marketing Formula is a nine-phase business model and marketing system
that existing entrepreneurs or startups can apply to their business.
Its fundamentally designed to help Gifted Entrepreneurs drastically increase revenues
and profits, so they have more time and money with which to create positive change in
the world.
By Applying This Formula, Gifted Entrepreneurs Like You Will Be Empowered To:
Be completely differentiated where you can increase prices and stand out
in the crowd
Have a unique system for generating high quality leads
Create better quality, long-term and loyal client relationships
Steady stream of better quality referrals
Build an army of client evangelists spreading the word about your
business and your cause
Devote your focus and resources to deepening your offerings,
instead of thwarting (non-existent!) competition
Develop remarkably powerful and lasting client loyalty from individuals
who align with your values and beliefs a.k.a. Your Dream Clients
Build valuable equity in your brand and essentially become synonymous
with the industry itself
Reap the rewards of enhanced visibility, credibility, trust, and reputation
Build rapport with pre-qualified dream clients who are motivated to buy
Identify new forms of unique revenue and profit generation
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SECTION 2: THE GIFTED MARKETING FORMULA
THE PURPOSE ECONOMY
And Most Importantly, Youll Be Empowered To Create Positive, Sustainable, Social Change
In A Profitable Way!
The 9 Phases of The Gifted Marketing Formula

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GIOVANNI MARSICO
There Are 9 Integrated And Sequential Phases In The Gifted Marketing Formula.
The first phase is the Dream and Planning phase, called THE DREAMLAB APPROACH.
In this phase you will define your two dreams: your Purpose, which will be the core of your
strategy; and your Dream Client, which is an archetype of the client most likely to share
your dream, pay the most, refer the most, and have the best relationship with you.
The second phase is the Innovation phase, called THE ORIGINAL SYN METHOD.
This phase is all about ethically raising prices while eliminating the competition by
borrowing great ideas and best practices from businesses outside of your industry.
This phase shows you how to become a one-of-a-kind and unique organization in a
brand new industry where you have no competition.
The third phase is the Branding, Packaging, and Storytelling phase called THE DNA
PACKAGER. In this phase you will carefully articulate your companys unique story,
or Distinct Natural Advantage (DNA), making it easier for you and your Dream Clients to
spread the word about your business, your products/services, and your Purpose.
The fourth phase is the Education and Lead Generation phase, called THE DABSTER
TECHNIQUE. Dabster is another word for expert, and this phase shows you how to use
the power of Education-Based Marketing to package and sell your wisdom in an effort
to position yourself as an expert and educate prospective Dream Clients about your
business and purpose.
The fifth phase is the Dream Client Attraction phase called THE CHECK MAGNET
GAMEPLAN. This phase is all about using Direct-Response marketing techniques to
attract and build a massive database of Dream Clients.
The sixth phase is the Sales and Conversion phase called THE FUNNEL OF LOVE
MODEL. This phase transforms the traditional sales funnel into a love funnel, by
treating your prospective Dream Clients as your most coveted relationships, and treating
the sales process like being in a loving, blissful marriage.
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THE PURPOSE ECONOMY
The seventh phase is the Referral phase, called THE MATCHMAKER MATRIX.
This phase shows you how to have your Dream Clients and other Gifted Entrepreneurs
refer boatloads of business to you, using the art of Cupidification. This phase also
shares how to build strategic partnerships with complimentary and cooperative Gifted
Entrepreneurs.
The eighth phase is the Exponential Growth and Profitability phase, called THE
SUPERSIZER SYSTEM. This phase is modeled after McDonalds Supersize concept,
and shares a series of strategies which can deepen your client relationships and increase
profits by providing more forms of unique value.
The ninth and final phase is the Community and Tribe phase, called THE CHOIR
BUILDER. This phase shows you how to deepen your connection not only with your
Dream Clients, but also among them. The Choir Builder lets you create your companys
Choir, or community, into an army of evangelists who sing the praises of your business
and your purpose to the world.
The Dreamlab Approach

I Have A Dream
To succeed in the Purpose Economy, and be able to dominate the battle
for your prospects hearts AND minds, the first and most important
strategy will be to define your companys Purpose, or Dream.
A typical business will have a mission statement, and/or vision
statement. I want you to start thinking in terms of a Dream Statement.
One of the most famous speeches of all time was Martin Luther King Jr.s I Have a Dream
speech, presented on August 28, 1963, in which he called for an end to racism in the
United States.
Dr. King didnt say mission, or vision, or strategy, or plan. He had a Dream.
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GIOVANNI MARSICO
Why Do You Do?

A properly articulated Dream Statement will answer my favourite question, Why do
you do?
If I asked you What do you do?, you probably have a generic response. If I ask, Why do
you do it?, its more likely that you couldnt answer as easily or quickly.
Designing your business strategy around the answer to the Why Do You Do? question
will be the key to breakthrough innovations, effective decision-making, attracting better
clients AND staff, as well as differentiating your business from the competition (along with
higher prices and profit margins).
The Dream Client

The next step in the Dreamlab Approach is to define your Dream Client. A typical business
will define their target market: the type of person or organization most likely to do
business with them.
The Dreamlab process takes this to the next level.
If you took all of your clients, and tracked where the bulk of your referrals came from,
where the bulk of your profits came from, as well as repeat business and the least amount
of headaches, I bet you would notice that these qualities exist in the top 20% of your
database.
In fact, I believe that the Pareto Principle will apply aka the 80/20 rule that 80% of your
profits come from the top 20% of your clients. Lets call them your Top 20 Clients.
We Have A Dream
A Dream Client, then, is a Top 20 Client that shares your Dream, believes in your Purpose,
and wants to be a part of your community (what we call The Choir explained in the final
phase of the Formula).
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THE PURPOSE ECONOMY
Dream Clients are much more loyal, more engaged, are more profitable, easier to work
with, will pay a premium for your products and services, will refer more business, will
complain less, and will stick with you through good times and bad.
Not only will Dream Clients refer more business, weve found that Dream Clients will know
other people like them, and such the quality AND quantity of the referrals will be better.
The most effective outcome of The Dreamlab Approach would be to define a Dream that
is shared among your Dream Clients and team.
ACTIONS STEPS
To define your companys Dream, start by asking the following question:
What local or global issues, problems, or challenges break your heart?
(The kind of thing where if you heard a negative news story about it, you
would get really sad, frustrated, or angry, but if you heard a positive news
story about it, you would feel elation, tears of joy, etc.)
You can also ask your Top 20 Clients that same question, along with:
What is your purpose, passion, movement, cause, or mission?
Why does your company exist, and why should people care?
What do you stand for, or stand against?
How do you want to make the world a better place?
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GIOVANNI MARSICO
The Original Syn Method

Youve defined your Dream and your Dream Client. The next step
in dominating the Purpose Economy is about creating an unfair
advantage over your competition by eliminating them.
To succeed in your industry, what you DONT want to do is compete
head to head. The key, and success secret, is to create a brand new
industry where youre the ONLY player.
The guiding principle of Original Syn is that scarcity increases value. The more an item is
perceived as scarce, unique, or one of a kind, the more perceived value it has in the mind
of the consumer.
The Original Syn Method is all about creating a unique, one-of-a-kind industry where
your company, products and services are the only viable option.
Its about innovating to the point where prospective clients can no longer compare you
to your competition based on price alone.
Eat This Apple

So how does Original Syn work? How do you create a unique industry?
Original Syn literally stands for Originality through Synergistic Synthesis. In other words,
if you want to be original and unique, borrow and steal ideas, success strategies, and best
practices from companies OUTSIDE of your industry.
I bet that if you looked around your industry, most of the businesses look, talk, and walk
the same, and have similar marketing strategies, similar buzzwords, and similar products.
Two great example of Original Syn are in the highly competitive automobile industry.
Take Lexus, who borrowed the Genius Bar concept from Apple Computers to innovate
their customer service experience in their dealerships.
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THE PURPOSE ECONOMY
Or what about Tesla Motors, a high-end electric car company without traditional
dealerships. How do they reach consumers? They buy premium retail space in upscale
malls across the country.
Triple Bottom Line Innovation

The phrase triple bottom line was first coined in 1994 by John Elkington when he argued
that a company should prepare three bottom lines: profit, people (social responsibility),
and planet (environmental responsibility).
Using the phrase as a guide, lets look at your business. Take your current profit margins,
triple them, and come up with a new price for your product and service.
At the end of this process, my goal for your business is to triple your profits.
Lets say your original profit was $10, and now its tripled to $30 an increase of $20.
With the first $10 increase, youre going to create new forms of unique value for your
Dream Clients. Youre going to invest the second $10 increase directly to your companys
Purpose.
The synergy of Original Syn happens when you combine the innovation of borrowing
ideas from outside of your industry, the increasing of value to your clients, and the
infusion of a Purpose in your business.
This new, original business will be so differentiated,
that youll be able to charge a premium for your
products and services. Imagine the benefits
of making more money, working with better
clients, and not having to compete within
your industry!
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GIOVANNI MARSICO
ACTIONS STEPS
Make a list of 10 companies, brands, and products that you love that are
OUTSIDE of your industry. Start to take notice of all their marketing and
communications, customer service strategies, technologies and overall great
ideas. Which of these ideas could you implement in your own business, in
order to make it more unique and valuable for your Dream Clients?
You may also want to survey your Dream Clients and find out which other
companies they LOVE outside of your industry. Find out why theyre so
enamored. The more you take notice, the more youll be able to innovate.
Remember, stealing is a sin if you do it WITHIN your industry, but its a syn
if you borrow from companies OUTSIDE of your industry!
The DNA Packager

Youve defined your Dream and Dream Client, and youve developed
your business to be one-of-a-kind. Now its time to package your
uniqueness, so that you can share your story with your Dream Clients
and they can share it with the world.
The third phase of the Gifted Marketing Formula is The DNA Packager.
Im sure youre familiar with the concept of DNA, or Deoxyribonucleic acid from the world
of science. Its the tiny groupings of genes that make every living organism unique. Well,
in business, your DNA or Distinct Natural Advantage is what makes your business
unique in the marketplace; and not just from your competitors, but from EVERY other
business.
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THE PURPOSE ECONOMY
The Seven Ps Of DNA Development

Traditional marketing teaches of the four Ps: price, product, promotion and place. In
developing your DNA, there are also a set of Ps: Purpose, People, Pain, Promise, Proof,
Positioning and Packaging.
Purpose
The first and most important element of the DNA Formula is Purpose. This is from Phase
1 (the Dream). What is the reason for starting your business? What social problems and
issues do you want to address or solve? What are you passionate about? What do you
want your legacy to be?
If we were to travel 100 years into the future, what would you want to be known for?
If you could live the life of your dreams, what would your obituary say that would make
you happy with the outcome of your life?
People
The next element is People, or Dream Clients. If you take all of your clients, what qualities
would you say existed in the top 20%? Just as you require a laser-sharp focus on your
companys unique strengths, you also need to identify the unique qualities of your Dream
Clients. If you could design your ideal customer or client, how would you describe them?
The more detailed you are about your ideal client, the more you will begin to focus your
efforts on attracting people like them to your business. Dream clients will be the most
profitable, the easiest to work with and will provide the most referrals. They will also
spread the word about your business, be repeat clients, and most importantly, they will
be as passionate about your Purpose as you are.
Pleasure And Pain

The third P stands for Pain. Once you have a clear definition of your Dream Client, what
are their most common problems, pain points, and obstacles? What are their biggest
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GIOVANNI MARSICO
complaints? What keeps them up at 2am, worrying, stressing and full of anxiety? And
conversely, what excites them? What motivates them? What are their aspirations? The key
is to connect with your Dream Clients on an emotional level. Its about connecting with
their HEARTS.
Promise
The fourth P is Promise. Once you know the pain (and pleasure), its time to identify the
cure, pain relief, or path to pleasure. Your promise is the solution to your Dream Clients
problems. Imagine that youre standing at the altar, and your prospective client is there
with you. You are about to recite your vows. What will you promise your client? During
this process, you will determine your companys greatest strengths. Sometimes, however,
your existing capabilities will not be enough to solve your clients problems. In an effort to
further develop your DNA, you could outsource, hire, or develop new capabilities.
Proof
The proof is in the pudding its also in the DNA. Now that youve articulated the promise
to your Dream Client, how do you offer proof that you will stand behind your promise?
How will you guarantee the results and benefits in your vows? How do you eliminate the
risk of doing business with you?
Positioning
Positioning is a marketing term that was first coined by marketing experts Al Ries and
Jack Trout in their book Positioning The Battle For Your Mind. Ries and Trout say that
a company must create a position in the mind of the consumer. Positioning will take all
of your brainstorms and ideas and put them into a coherent sentence or paragraph that
truly defines your companys DNA. It will also create the story of your brand.
Packaging
Packaging is the final P. Think of Packaging as the tangible version of your Positioning.
Packaging is how the Dream Client interacts with your DNA using all of their senses:
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THE PURPOSE ECONOMY
seeing, hearing, touching, and sometimes even smelling and tasting. If Positioning is the
story, then Packaging is the physical book. If Positioning happens inside your prospects
mind, Packaging happens in their heart.
ACTIONS STEPS
Take your business through the Seven P process. What Promise can you
make to your Dream Clients that is completely unique? What Pain are you
relieving, or what Pleasure are you helping them achieve?
As a fun experiment, take what I call the ST test. When writing your
promise, try using a superlative (e.g. the biggest, smallest, longest, quickest,
first, most, etc.). Imagine that your business was going after a world record
how could you be the ST of something?
The Dabster Technique

So far, youve defined your Purpose and Dream Client, youve created
a one of a kind innovative business, and youve articulated your DNA.
Now, Im going to reveal one of the most powerful marketing
strategies Ive ever learned.
The fourth phase of The Gifted Marketing Formula is called The Dabster Technique.
This phase derives its curious name from the obscure British word Dabster, which refers
to someone who is an expert. It also derives from the phrase dab hand, with the root
word dab pointing to an excellent or extraordinary thing.
The purpose of the Dabster Technique is to establish trust and credibility using
educational messages instead of sales messages. Its the direct opposite of traditional
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GIOVANNI MARSICO
marketing, which uses selling-based messages.
In Entrepreneurs We Trust
There is a common misconception held by many entrepreneurs that their most important
marketing function is to promote products and services. In reality, the most important
function is to establish that youre knowledgeable, experienced, talented, and can be
trusted. It should establish that you CARE for your clients more than anyone else.
The second most important function is to educate your prospects. Moving forward, I dont
want you to think about your marketing, advertising or sales efforts as
selling. Rather, I want you to think in terms of educating or teaching.
Consumers flip through magazine ads to get to the articles, and use commercial breaks
to go to the bathroom. Theyre tired (and sometimes afraid) of hearing sales pitches. The
hairs on the back of their necks shoot up the moment you begin delivering a sales pitch,
whether in person, in print, or on air.
In contrast, people sit up and listen when you share important facts and expert
information that helps them make an informed buying decision.
Your Sales Clones

The key to The Dabster Technique is being able to package and leverage your wisdom.
Think of how much time you spend educating prospects. I bet that 70-80% of the
conversations, questions and answers are similar.
What you want to do is take your best wisdom, knowledge and experience, and turn it
into an information product, such as a white paper, article, blog, workshop, video, or any
other form of media that can be consumed by your prospects.
Imagine having an army of sales clones pre-educating your prospects, so that you only
have to interact with prospects that are motivated and ready to buy. This is the power of
The Dabster Technique.
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THE PURPOSE ECONOMY
Be The Expert In Your Industry

By shifting the focus of your marketing from sales to education, you make it easier for
prospects to trust you, and you build credibility and a reputation as a Dabster or a
trusted expert in your industry.
ACTIONS STEPS
With permission, record the next 10 conversations and sales calls you have
with prospects. Make note of the most common questions asked, the most
common misconceptions, fears, motivations, and aspirations.
Have those recordings transcribed, and then edit the transcription to write
a report. Feature as much information required to help your prospects
make an informed decision when it comes to choosing a product, service, or
service provider in your industry, how to avoid the most common mistakes,
how to make and save time and money, and so on.
As a bonus, the content of this guide can also be turned into educational
videos on your website, live workshops, press releases, and much more.
The Check Magnet Gameplan

You now have all the tools in place to start meeting Dream Clients. Metaphorically
speaking, youre all dressed up and ready to go to the ball.
The fifth stage of The Gifted Marketing Formula is The Check Magnet
Gameplan. The purpose of this phase is to turn your business into a
Check Magnet one that uses Direct-Response Marketing strategies
to attract Dream Clients (using the educational tools you created with
The Dabster Technique).
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GIOVANNI MARSICO
The Check Repellent

Generating quality leads (a.k.a. Dream Clients) is a lot like dating. That is, the principles
that work in the social sphere translate nicely to the business world; especially when it
comes to marketing, advertising and developing client relationships.
However, while some people may be pretty good at dating, most entrepreneurs usually
arent! And as a result, they tend to become Check Repellents, making common mistakes
like these:
Looking for love in all the wrong places. Essentially, they fail to target
their marketing and advertising where their Dream Clients can be found.
Really, whats the point of reaching 100,000 or even 1,000,000 people, if less
than 1% of them are potential Dream Clients? It makes much more strategic
sense to target 1,000 people if Dream Clients compromise most or even all
of that pool.
Come here often? They offer a cheesy opening line that repels prospects
instead of attracts them. Usually this is because theyve failed to understand
their prospects values, beliefs, desires and pain points. So not only do
businesses sever the relationship before it has a chance to develop, but
they make an extremely bad and lasting first impression that may never
be repaired.
Enough about melets talk about me. They talkand talkand
talk about themselves, instead of their prospects. Regrettably, weve
all sat across the dinner table from a date who droned on about their
achievements, their experiences or their opinions. And weve all said (either
in our heads or, if wed reached our boiling point, out loud) Ive had it,
can we ask for the check? I have a headache and would like to go home
Well, guess what? Prospects do the same thing: they exit the relationship
as quickly as possible, because the conversation (i.e. the marketing, the
advertising, the messaging) is all about the business, instead of what it
SHOULD be about: the prospect!
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THE PURPOSE ECONOMY
Hey stranger, will you marry me? They pull out a wedding ring on the
first date. While prospects arent necessarily afraid of commitment (anymore
than any other segment of the population), they certainly need get a feel
for whether the fit is right for them before they become a client. Remember:
the purpose all lead generation, whether its through marketing, advertising
or direct prospect communication, is NOT to make the sale. Its to advance
the relationship and move towards the next step in the sales funnel.
The biggest mistake Check Repellents make is paying for image advertising that does
nothing more than get their name out there, These ads focus on the business, product,
or service.
The Check Magnet, on the flipside, is an entrepreneur who knows how to attract Dream
Clients. Instead of ineffective image advertising, Check Magnets use Direct Response
Advertising which focus on Dream Clients and their needs; not a business and its
needs. It also conveys a compelling reason for Dream Clients to take action, and a clear
mechanism for responding to an offer.
Essentially, there are five steps to the Check Magnet Gameplan. This system helps you
create ads that are much more effective, more targeted, and offer the ability to track your
return on investment.
The Five Steps of The Check Magnet Gameplan:

1. LOVE AT FIRST SITE: Determine where your prospects are, and how to best
connect with them. Should you use Facebook? Radio? TV? The newspaper?
Various niche-specific websites or forums?
2. THE ICEBREAKER: Discover what interests your prospects the most. This is
the basic building block of your opening line (which can be a headline for a
direct mail piece, the email subject line for email marketing, and so on).
The purpose of the Icebreaker is get your Dream Clients attention, and
create enough interest to make them want to have a conversation.
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GIOVANNI MARSICO
3. THE WII-FM CONVERSATION: Develop a conversation thats about your

prospects not about you. Explain the benefits and the reasons why they
should agree to go on a date with you. Answer the age-old question
whats in it for me? This represents the body of your marketing or
advertising.
4. THE ASK: Identify an effective call to action. For example, you may offer
prospects a free report, access to an educational video, and so on, in
exchange for their contact information. Tell them what action to take
immediately.
5. THE LITTLE BLACK BOOK: This is the response mechanism to build your
database, in which you record your prospects name, contact information
and any other key information that helps you connect with them and build
a lasting relationship.
ACTIONS STEPS
In the last phase, I asked you to write a report based on conversations with
your prospects. The easiest way to put The Check Magnet Gameplan into
action is with Facebook advertising.
When you advertise on Facebook, you need to tell the system exactly who
youre targeting, and then you need to create an ad that offers a headline, an
image, and a few lines of text (very similar to a classified ad).
Lets say youre a real estate agent in a city called ABC, and youve written a
report called The 5 Biggest Mistakes Homeowners Make When Selling Their
Homes in ABC City.
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THE PURPOSE ECONOMY
With Facebook, you can target residents of ABC City, and then create an ad
showing an image of the report, with the title of the report and the words
download this free report today as the call to action.
This is just one example of the thousands of ways to use The Check Magnet
Gameplan.
The Funnel of Love Model

In the last phase, we discussed the similarities between generating
leads and dating. Continuing with that analogy, were currently at
the stage where our prospective Dream Client has shown interest,
and has given you his or her number.
The sixth phase of The Gifted Marketing Formula is called The Funnel
of Love Model. Essentially, this is the sales phase of the business model.
The Funnel of Love has a few things in common with a conventional sales funnel. At
the top of the funnel are your leads. Towards the middle of the funnel are you qualified
prospects. And at the end of the funnel are your Dream Clients. However, thats where the
similarities end.
Because, while conventional sales funnels are more like assembly lines than systems,
the Funnel of Love adds a twist that elevates the experience into something altogether,
qualitatively different and profoundly better: love!
That is, you approach the sales process with your beloved Dream Client in mind at
all times. Everything is about them and their needs; and not because youre trying to
manipulate them into becoming clients. Rather, because youre creating a relationship
built upon trust, respect and, yes, love.
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GIOVANNI MARSICO
There Are Five Steps In The Funnel Of Love Model:

1) THE FIRST DATE
a. Engage in conversation to learn about prospect
b. Offer something of value, such as a free consultation, assessment or
something else to show your interest and build rapport
2) THE COURTING PERIOD
a. Follow-up to keep the flame lit and show that youre interested
3) THE PROPOSAL
a. Make an offer that is carefully crafted to solve your prospects problems
(remember, its about them not you!)
4) THE WEDDING
a. Close the deal, sale, conversion, or delivery of service
5) THE HONEYMOON
a. Deliver remarkable after sales service to ensure client retention
The purpose of The Funnel Of Love Model is to bring Dream Clients through a series of
experiences that make them feel special, cared for, and loved. The goal is to focus on the
lifetime value of the relationship, by making sure that the Honeymoon phase lasts as
long as possible. You want to deliver as much value as possible, to continually make them
feel like they have your undivided attention. Once a Dream Client feels neglected, your
business could be on the path to the big d word divorce.
We Need To Talk
Divorce can be expensive! The business term for divorce is attrition, or the measure of
clients that stop doing business with you. Why do clients divorce you? Often its because
they may not require your services, or move away. But it may also be for the same reasons
why people divorce each other: lack of communication and attention.
Lets say you have annual revenues of $1,000,000, and that your business has a 20%
attrition rate. This means that on average, 20% of your client base stops doing business
with you on an annual basis, or that you start the following year with $800,000 in
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THE PURPOSE ECONOMY
revenues. In other words, to increase revenues by 10% from the following year, you need
to add 30% more clients!
If you reduce your attrition rate by half, bringing it from 20% down to 10%, youve actually
increased next years revenues by $100,000! And all you had to do was KEEP clients that
were going to stop doing business with you, which is much easier and less expensive than
trying to acquire new clients for your business.
ACTIONS STEPS
Make a list clients who have stopped doing business with you over the past
24 months. Now imagine a dear, close friend that you havent seen in years,
and write a We Miss You letter to all of the clients who have divorced your
business.
Start by thanking them and appreciating their business, mention that you
havent seen them in a while, and make them an exclusive offer to win back
their business. I once worked with a fitness club that had great success
with this concept. The cost of sending the letter was roughly $500, and it
generated over $14,000 in revenues.
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GIOVANNI MARSICO
The Matchmaker Matrix

Many entrepreneurs make a huge mistake when it comes to referrals.
To understand the severity of this issue, let me highlight a typical
conversation that I have with business owners:
ME: So, how much of your new business comes from referrals?
ENTREPRENEUR: We get around 70-80% of our clients from referrals.
ME: Thats good. Every good company receives plenty of referrals.
It can range between 50-100%, depending on the industry. But tell
me: How much of your marketing budget do you allocate for word of
mouth and referrals?
ENTREPRENEUR: What do you mean? Why do we need that?
Referrals just happen thats what we love about them!
ME: Really? So that Im clear, what youre saying is that while 7080% of your business comes from referrals, you spend 100% of your
marketing budget chasing the other 20-30%
ENTREPRENEUR: HmmmIve never looked at it that way before. It
doesnt seem to make much sense when you put it like that.
ME: Well, dont be so hard on yourself. Its just a wake-up call for
you to see that it makes sound, practical sense to invest some of
your valuable marketing dollars towards what is clearly your most
effective form of marketing: referrals!
Cupidification
The remedy for this mistake is quite simple: I call it Cupidification, which is a hybrid of the
words cupid and edification.
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THE PURPOSE ECONOMY
As you probably know, Cupid is the god of love and desire. One shot of Cupids arrow
can make you fall in love with anyone!
And edification is an act of edifying, which is the state of moral uplift, improvement or
guidance.
To explore this concept and how it relates to our discussion, lets look at two scenarios
involving Bob the plumber, and Bill the customer with a broken pipe.
SCENARIO 1: Bob walks up to Bill and says: Hi Bill, Im the greatest plumber in town.
I can fix your pipe.
SCENARIO 2: Fred, a local electrician who knows both Bob and Bill, says: Bill, I hear you
have a broken pipe. You should definitely speak to Bob. Hes the greatest plumber in
town.
QUESTION: In which scenario is Bill more likely to hire Bob?
Obviously, the answer is Scenario 2. This is the power of edification, or third party
endorsement. For edification to exist, there has to be three parties: the person with the
problem, the person with the solution, and the matchmaker, or person who connects
the first two.
The Deep Connection

Cupidification is like edification on booster rockets! It happens when there is a deep
connection and level of trust between a person with a problem, and a person with a
solution.
Or sometimes, the person with a solution may not technically be able to solve the
problem, but may have qualities or characteristics that people find attractive or
aspirational.
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GIOVANNI MARSICO
Celebrity endorsements, and product placements in movies, etc., are primes example of
Cupidification in the marketing and advertising world.
Ultimately, it boils down to this: your Dream Clients are craving the opportunity to trust
and, believe it or not, fall in love with you and your solution. And so your marketing efforts
must focus on building that trust and earning that love.
Of course, trust and love dont happen overnight. They take time, effort and commitment.
However, once achieved, the rewards are incalculable.
ACTIONS STEPS
Make a list of 5-10 businesses that would benefit from being introduced to
YOUR Dream Clients. Then, interview each of them about THEIR businesses,
and turn the interview into a report, blog post, podcast, or video that
you can send to your clients and their clients. Make the interview 90%
educational, with an offer at the end for each respective database.
You can also contact your Dream Clients, and tell them you are currently
writing a report on the biggest mistakes people make. Interview your
clients about their experiences, and then you can ask if they know of anyone
looking to use the service you offer who would benefit from reading the
report.
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THE PURPOSE ECONOMY
The Supersizer System

Back in the Original Syn phase of The Gifted Marketing Formula, we
talked about the concept of tripling your profit margins, so that you
could add more value to your client offerings, and have more money
to invest in your Purpose.
The eighth phase of the formula, called The Supersizer System, takes
this growth concept and injects it with rocket fuel.
The 2 Ways To Grow Your Business

When you break it down, there are essentially two ways to grow your business: increase
the number of clients, or increase the amount of revenue per client. The Supersizer
System focuses on the latter strategy, and offers a series of strategies that allow you to:
strengthen and leverage the trust youve earned
and built with your Dream Clients
grow your business exponentially
identify new forms of unique revenue and profit generation
Supersize Me!
While working at a cinema chain, soon-to-be McDonalds executive David Wallerstein
observed that most people who wanted more popcorn wouldnt buy a second bag,
but they WOULD buy a larger bag. He took that insight to Ray Kroc, and persuaded him
to do the same thing. And behold, supersizing was born!
Since then, the approach has been adopted by virtually all industries, from hair salons to
car dealers, from coffee shops to professional services, and the list goes on.
One of the supersizer strategies is to create a premium (think extra large) version of your
product or service. For example, imagine increasing the price of your product or service
by 50%, 100%, or 1000%. At these new premium levels, what extra forms of value can you
provide to your Dream Clients?
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GIOVANNI MARSICO
It may sound crazy, but think of Toyota launching the Lexus brand, or Starbucks charging
$5 for a product other companies charge $2, or a local hair salon that charges $150 for a
Master Stylist and $50 for a regular stylist.
Be A Gold Digger
Most entrepreneurs love the thrill of the chase. Unfortunately, that often compels them
to race through the sales cycle, close the deal as soon as possible (often overlooking key
points of value along the way!), and jump over to the next prospect so they can begin the
chase anew.
As a result, these entrepreneurs put all of their focus and attention on front end sales efforts,
and little or nothing where the REAL profit and gold lies: back end relationship building.
How much of your marketing budget is allocated to bringing in NEW business, versus
communicating with existing clients; i.e. the people that have already said YES to you,
already trust you, and are more likely to do business with you again?
Chances are, youre spending your time and money prospecting for gold in the same
mountains as all of your competitors, while theres a goldmine sitting in your private backyard!
And make no mistake: this problem does far more than dramatically minimize the lifetime
value and profit potential of each client. It also outright reduces the number of clients in
the database, because folks who dont feel like they matter and are well taken care of tend
to vote with their wallet and take their business elsewhere.
ACTIONS STEPS
Have a brainstorm session with your team, where you increase the price of
your most popular product or service by 50%, then 100%, then 1000%.
At each new price point, brainstorm how you can add extreme forms of
value for your client, while at the same time investing further in your Purpose.
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THE PURPOSE ECONOMY
The Choir Builder

The ninth and final phase of the Gifted Marketing Formula is called
The Choir Builder. This phase is all about connection, community, and
building your tribe. The Choir Builder shows you how to make the
most impact for your Dream by deepening your connection not only
with your Dream Clients, but also among them.
The Problem With Mass Marketing

Since the invention of broadcast media, traditional advertising has always been about
reaching as many people as possible (i.e. pushing messages to the masses).
Back in the Mad Men days, this worked well, as it was easy to get peoples attention.
But fast forward to today, and consumers are bombarded with thousands of mass
marketing messages each day; to the point where theyve learned to tune them out.
Imagine that youre a preacher, trying to deliver your message to your congregation.
Decades ago, you had your congregations full and undivided attention. Today, however,
youre trying to connect with an audience who is fiddling with smartphones, chatting
with each other, staring at the big screen TVs on the wall, and basically tuning you out.
Theyre simply under attack in all directions by other messages. Its a serious illness that
is all-pervasive.
Preaching To The Choir

So, whats the solution? First, lets look at what NOT to do. The old school spend-tosolve approach is simply not feasible if you dont have a multi-million dollar marketing
budget. In fact, even if you DO have millions to spend, mass marketing is no longer a wise
investment.
Quite simply, the solution is to stop preaching to the masses, and start connecting with
your Choir by implementing and mastering the Choir Builder.
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GIOVANNI MARSICO
The Choir Builder lets you create your businesss choir, or community, into an army of
evangelists who sing the praises of your business and your purpose to the world.
Choir Of Angels
Personally, I love the word Choir. And Im sure you know its musical definition, which is
an ensemble of singers or musicians playing together in harmony. But did you know that
Choir is also a term used to describe a group of angels?
Your Choir is your group of most devoted fans, including Dream Clients, team members,
your Dream Network, and anyone else who shares your Dream.
If your business were a rock or pop band, your Choir would be your biggest fans: the
devotees who run your fan club, travel hundreds of miles to see your gigs, buy all of your
albums, spend hours on Internet forums dedicated to you, and wait in line for days to buy
your concert tickets.
Choir Auditions
How do you identify a member of your Choir? Here are the characteristics:
they have deep-rooted FAITH and BELIEF in your Dream
they are an evangelist for your company and brand, and
spread the word to anyone that will listen
they are extremely LOYAL, and will not jump ship
to a competitor for a lower price, or because
of a mistake you might have made.
they speak your language literally! since
Gifted Entrepreneurs know to create
their own lingo that can be used amongst
the Choir
they have a strong CONNECTION to you,
to other Choir members, and most
importantly to your DREAM.
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THE PURPOSE ECONOMY
Choirsourcing
Once you assemble your Choir, you can then tap into the concept of Choirsourcing, which
is a community of people who share your dream, and are provided with an opportunity
connect and collaborate with you and with each other.
Without question, providing your Choir the opportunity to connect, to communicate, to
meet, and to bond will work wonders for your business. Through Choirsourcing, you can
even ask your Choir to help you design your products and services, and receive feedback
on how to improve your existing products and services.
ACTIONS STEPS
Host a FUNraiser. A FUNraiser is an in-person event which provides
your Choir an opportunity to meet in person. It can be used as a revenue
generator to raise awareness or funds for your dream, raise funds for a
charity that you support, or simply an opportunity for Choir members to get
together.
The FUNraiser can be an annual event, a monthly Meetup, a holiday party, or
any other type of gathering where people can get together in person.
This type of event can become an excellent opportunity to introduce
prospects to your business, as well as an introduction for prospective team
members or suppliers.
The key to the FUNraiser is that you will NOT be promoting your business,
products, or services. Its NOT about sales its about building community.
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SECTION 3:
CONCLUSION
GIOVANNI MARSICO
Conclusion
I want to thank you immensely for reading this guide. I hope youve been able to discover
some strategies that you can immediately apply to your business.
WHAT TO DO NEXT
1) SUBSCRIBE
Please go to http://www.giftedentrepreneur.com and subscribe to
my blog. Its completely free.
Every day, I post an article with more details on how to apply The Gifted
Marketing Formula to your business, including case studies, and more
how-to information.
Plus, if you subscribe before May 31, 2013, youll receive details on
how to receive a FREE hardcover copy of my upcoming book, The Gifted
Entrepreneur.
2) APPLY
Go through this report and apply the Action Steps to your own business.
3)

HIRE GIOVANNI
If youre interested in hiring Giovanni to coach you through this formula,
or for a speaking engagement, please send an email to
giovanni@archangelacademy.ca
Follow Me on Facebook
Follow Me on Twitter @giovannimarsico
49
SECTION 3: CONCLUSION
About The Author

Giovanni Marsico is the founder and president of Archangel
Academy, a coaching and mastermind organization that
shares marketing, innovation, and revenue-generating
strategies with big-hearted entrepreneurs around the world.
The purpose of Archangel Academy is to coach Social
Entrepreneurs on how to be better marketers, and coach
all entrepreneurs on how to incorporate Purpose into their
business model.
Giovanni is also the creator of The Gifted Marketing Formula, a 9-phase business model
for what he calls Gifted Entrepreneurs - entrepreneurs who are successful and talented,
who also believe in giving and being a gift to the world.
Giovannis dream is to solve the worlds biggest challenges, like poverty and hunger, by
empowering other Gifted Entrepreneurs who want to do the same.
50% of Archangels profits are invested as micro loans to entrepreneurs around the world,
through organizations like Kiva.org.
Giovanni is currently working on his next book, The Gifted Entrepreneur, due out in the fall
of 2013.
The Archangel Manifesto

I have a dream, of a future free of poverty, hunger and illiteracy.
I believe that the keys to social change are entrepreneurship and education. I believe
that entrepreneurs are the key to a bigger and better future for the planet.
I have a dream of a future where the labels for profit and non profit dont exist
anymore, and where all organizations are a hybrid of both. Where sales and marketing
arent dirty words to non-profits, and giving and social change arent dirty words to
for-profits.
I call this hybrid Profits on Purpose. I also call entrepreneurs who lead these types of
organizations Gifted Entrepreneur, which means talented, successful, AND giving.
My dream is to provide Gifted Entrepreneurs with all of the marketing and success
tools that will assist in solving the worlds greatest challenges.
There is a saying: Give a man a fish and you feed him for a day. Teach a man to fish and
you feed him for a lifetime. My dream is to empower the fishing teachers to provide
them with the tools and strategies to be effective agents of change.
I have a dream of building a community of Gifted Entrepreneurs, where we can work
together and collaborate to help each other achieve our individual dreams.
I have a dream of showing ordinary entrepreneurs and non-profits how to be Gifted.

My dream is to work with non-profits in finding creative solutions to making more
money so as to build sustainability, and create alternative sources of funding. At the
same time, I hope to work with their entrepreneurial donors to help them make more
money so they can give more to the non-profits.
I have a dream of creating a post secondary school in the future, targeted at young,
gifted entrepreneurs.
Students of this school will learn everything they need to know about starting and
running a successful Gifted Enterprise, so that by the time they graduate they are
already running a business, making money, and creating positive social change.
I have a dream, that successful graduates of this school will act as mentors and angel
investors for current students, providing them much needed moral and financial
support.
And when this happens, I envision a planet of ten billion smiles. When these dreams
turn to reality, a world where every human being has the opportunity to be truly
happy, fulfilled, and living a life of full potential.

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THE PURPOSE ECONOMY

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SECTION 2 THE GIFTED MARKETING FORMULA