An ExO is a purpose driven project and the MTP paves the way toward two amazing opportunities. The nature of the purpose is to convey the identity of the entrepreneurial project, to transmit it to the world (inside and outside the project ecosphere). For this reason, it is indispensable to building a modern brand, whose essence goes well beyond the sphere of the product or the service and it reaches the unconscious sphere to meet the emotions of clients, collaborators, investors, shareholders and suppliers so as to create with all of them a new brand experience dimension. The paradox of the massive transformative purpose is in its intangible nature that nevertheless concretizes and conveys the most authentic way of being of the entrepreneurial project, allowing it to emerge from the noisy context of modern communication. The work of the framework, if done with seriousness, places the entrepreneur in front of a choice: 1) inspiring all the communication of the entrepreneurial project (new or pre-existing) to what emerged from the five questions, using it as a not negligible competitive advantage to building a modern brand, 2) or starting the ExO project: in this case, the first and only mandatory among the ExO model exponential attributes, is ready with other indispensable elements to building a modern brand identity.

1. Luca Leonardini The Business Innovation Architect

2. Luca Leonardini The Business Innovation Architect
Thank you Peter and Salim

3. Luca Leonardini The Business Innovation Architect
Bibliographical notes
- Salim Ismail, “Exponential Organizations”, Diverson Books
- Salim Ismail, “Exponential transformation”, Wiley
- Simon Sinek, “The In
fi
nite Game”, Penguin
- Simon Sinek, “Find your Why”, Penguin
- Joey Reiman, “The story of purpose”, John Wiley and Sons
- Steve Brown, “The Innovation Ultimatum”, Wiley
- Peter Diamandis, “The Future is Faster Than You Think”, Simon and Schuster
Very special thanks to:
- The Happy Startup School (https://www.thehappystartupschool.com/)

4. Luca Leonardini The Business Innovation Architect
Problem Scope Community Results
PASSION PURPOSE PROFITS
PEOPLE
Laurence MacCahill & Carlos Saba - Happy Startup School
Welcome to purpose driven entrepreneurship
An ExO is a purposeful driven project.

5. Luca Leonardini The Business Innovation Architect
“Modern entrepreneur is one who
fi
nds a new reason to exist in society, solving
important problems in a transformative way.”
IRENE CASSARIN
O
CEO and founder The Doers Srl - Torino
“The most valuable reason to start a business today, is to actually create something
meaningful that improves the world or people's lives.”
GUY KAWASAK
I
entrepreneur, writer, investor, speaker
The purposeful entrepreneurship manifesto

6. Luca Leonardini The Business Innovation Architect
“The purpose of a company is not to make money.
Strong
fi
nancial results are the result of excellent execution against your core
humanistic purpose … Pro
fi
t is not the reason why your organization exists.”
SIMON SINE
K
Author, speaker, leadership expert
“A business that only thinks about making money is a bad business.
Businesses exist to advance something, technology, quality of life, anything else that
has the potential to facilitate or improve our existence in any way, shape or form.”
HENRY FOR
D
Entrepreneur
The purposeful entrepreneurship manifesto

7. Luca Leonardini The Business Innovation Architect
ExO purpose driven project
Vision
Why
Motivation Impact
Create value for the ecosystem
PASSION PURPOSE
the problem the moonshot
Mission
Value creatio
n
(How)
3 4 5
What
1 2
6
This is the natural path of purposeful entrepreneurship: it de
fi
nes the project deepest and most authentic
identity which corresponds to a tangible competitive advantage in its communication strategy.
7

8. Luca Leonardini The Business Innovation Architect
Purpose driven project

9. Luca Leonardini The Business Innovation Architect
Example

10. Luca Leonardini The Business Innovation Architect
Example

11. Luca Leonardini The Business Innovation Architect
Example

12. Luca Leonardini The Business Innovation Architect
Example

13. Luca Leonardini The Business Innovation Architect
An ExO is a purpose driven project …
… and the MTP paves the way toward two amazing opportunities.
The nature of the purpose is to convey the identity of the entrepreneurial project, to transmit it to the world (inside and outside the
project ecosphere). For this reason, it is indispensable to building a modern brand, whose essence goes well beyond the sphere of
the product or the service and it reaches the unconscious sphere to meet the emotions of clients, collaborators, investors,
shareholders and suppliers so as to create with all of them a new brand experience dimension.
The paradox of the massive transformative purpose is in its intangible nature that nevertheless concretizes and conveys the most
authentic way of being of the entrepreneurial project, allowing it to emerge from the noisy context of modern communication.
The work of the framework, if done with seriousness, places the entrepreneur in front of a choice:
• inspiring all the communication of the entrepreneurial project (new or pre-existing) to what emerged from the canvas, using it as a
not negligible competitive advantage to building a modern brand,
• or starting the ExO project: in this case, the
fi
rst and only mandatory exponential attribute among the other ExO model
exponential attributes, is ready with few indispensable elements to building a modern brand identity.
In both cases, she/he will fall on its feet!

14. Luca Leonardini The Business Innovation Architect
Empowering Meaningful Innovation
leonardiniluca@gmail.com - www.lucaleonardini.com