Introduction: what is selling with noble purpose? -- Why NSP matters, and where to find yours -- The great sales disconnect -- Why NSP works -- Why profit is not a purpose -- The NSP question that changes everything -- How to create your own NSP -- How fear flatlines your NSP -- Why mindset matters -- How to use NSP stories to elevate your organization's narrative -- How NSP drives better customer intelligence -- How to keep your NSP from being sabotaged your CRM -- How to use NSP case studies to grab new markets -- How to keep NSP from being a mere tagline -- How NSP can eliminate turf war and silos -- How NSP can invigorate internal projects -- How to reinforce your NSP with one pivotal behavior -- : using NSP in sales meetings -- Using NSP with incentive programs -- Using NSP in interviews -- Using NSP in presentations and proposals -- Using NSP in sales training -- Using NSP in coaching calls -- Using NSP in tough negotiations -- Conclusion: how to use purpose to make the rest of your life more meaningful.