SAY NO TO $200,000,000

UPS said "No!" to $200,000,000. So why has their stock doubled?

They started with "why" when they hired their new CEO Carol Tomé in 2020. After some field research, they landed on this purpose statement:
"Move the world forward delivering what matters.”

PURPOSE IS PROFITABLE

To that end, they decided to no longer ship vapes! And lost $200,000,000 in revenue. Bold.

Before hiring Tomé the stock price hadn't moved in almost six years. Now it's booming.
Stock price in June 2020 was $99 a share and in Jan 2022 it is $216 a share.

When your purpose is clear, saying no can free you up to say yes to what matters more.

Thank you UPS for living your purpose and truly delivering what matters. #startwithwhy #simonsinek #storybrand

If you want a StoryBrand certified guide to help your organization develop a clear purpose, a "why" statement, then email me at robmattox@me.com