Roy is also Co‐Founder and CEO of The Purpose Institute which is also home based in Austin, Texas. The Purpose Institute is singularly focused on discovering the Higher Calling Purpose and Core Values that define and shape an organization’s culture, and the Core Purpose that captures the difference an organization makes in the world. Its purpose is to help organizations and leaders discover and fulfill their purpose. Along with Haley Rushing, Roy co‐authored the Wall Street Journal best‐selling book, It’s Not What You Sell, It’s What You Stand For: Why Every Extraordinary Business is Driven by Purpose. And most recently he authored The 10 Essential Hugs of Life, a collection of heartwarming stories about the need for gratitude and love.