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Know What You're FOR: A Growth Strategy for Work, An Even Better Strategy for Life Hardcover – October 1, 2019
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Your organization - business, church, or nonprofit - will experience unprecedented growth when you close the gap between these two game-changing questions: What are we known for? What do we want to be known for?
In Know What You're FOR, entrepreneur and thought leader Jeff Henderson makes it clear that if we want to change the world with our products or our mission, then we must shift the focus of our messaging and marketing. Rather than self-promoting, we must transform our organizations to be people-centric. This sounds like a no-brainer, but looking closer shows just how little this is true and how impactful the change would be if it were. Whether you're a business leader, a change advocate, or a movement maker, Know What You're FOR will help you - and your organization - thrive.
It's what happens when you create an organization focused on who it is FOR. This is the future. Thriving organizations will be more concerned with becoming raving fans of their customers than they are trying to convince customers to become raving fans of the organization. This isn't theory. Jeff Henderson has experienced it.
Working with companies like Chick-fil-A and the Atlanta Braves, then serving as a pastor for 15 years at one of the country's largest and most influential churches, North Point, Jeff knows what success looks like for healthy organizations and healthy lives. With fascinating stories from a host of entrepreneurs and Jeff's remarkable career, Know What You're FOR equips you with a simple strategy and the tools for extraordinary growth. You'll discover how to:
- Work FOR your current and future customers with a new, effective method
- Be FOR your team and help your people reach full potential
- Create a ripple impact by being FOR your community
- Live and work your best by caring FOR yourself
In a hypercritical, cynical world, one that is often known for what it's against, let's be a group of people known for who and what we're FOR. It's a powerful strategy for business. But more importantly, it is a revolutionary way to live.
- Print length256 pages
- LanguageEnglish
- PublisherZondervan
- Publication dateOctober 1, 2019
- Dimensions5.3 x 0.92 x 7.5 inches
- ISBN-100310356318
- ISBN-13978-0310356318
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From the Publisher


When you are FOR the people in and around your business, the people in and around your business become FOR you.
This may sound altruistic, but I believe it is the way of the future for businesses and organizations going forward.
If you are currently experiencing a decline in sales or momentum, this book is written for you. If you ever fear a decline in sales or momentum, this book is written for you. If you are experiencing a decline in participation in a nonprofit organization, this book is written for you as well. And if you’re experiencing a decline in momentum or growth personally, this book is for you too.
The reason I’ve written this book is to help your business or nonprofit organization grow. Yes, that growth definitely includes sales and momentum, but it’s even better than that. You can grow sales and value—real human value. You can grow the business by growing the people in your business. And in the process, you grow too.
—Jeff Henderson
WHAT OTHERS ARE SAYING
“This is the book you’ve been waiting for if you’d like to take your team to places you’ve never been while living a beautiful life in the process.”
—Lysa TerKeurst, #1 New York Times bestselling author and president of Proverbs 31 Ministries
“Know What You’re FOR will position your organization for continual growth by serving people better.”
—Michael Hyatt, New York Times bestselling author
“Ten pages into Know What You’re FOR, I was making a list of all of the business and ministry leaders I knew who should read this book.”
—Kara Powell, PhD, executive director of the Fuller Youth Institute, coauthor of Sticky Faith

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Know What You’re For Video Study - Streaming Video
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Know What You’re For Video Study - DVD
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Know What You’re For Study Guide
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Know What You’re For Audio Bible Study
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What to Do Next: Taking Your Best Step When Life Is Uncertain
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Price | $18.99$18.99 | $18.12$18.12 | $1.99$1.99 | $1.99$1.99 | $15.47$15.47 |
Exceptional Resources by Jeff Henderson | In this video Bible study (study guide sold separately), pastor Jeff Henderson points out God is FOR breaking down unnecessary barriers that keep people away from experiencing his love. And as his followers, he calls us to do the same. | In this video Bible study (study guide sold separately), pastor Jeff Henderson points out God is FOR breaking down unnecessary barriers that keep people away from experiencing his love. And as his followers, he calls us to do the same. | In this video Bible study (DVD/streaming video sold separately), pastor Jeff Henderson points out God is FOR breaking down unnecessary barriers that keep people away from experiencing his love. And as his followers, he calls us to do the same. | The Audio Bible Study series provides a unique learning experience. Instead of sitting down to watch a video teaching for Bible study, listen to the same quality Bible study content on the go! | If you want to change your career and circumstances but aren't sure how, this practical guide from business leader Jeff Henderson will help you reevaluate your purpose and determine your next best step. |
Editorial Reviews
Review
Tim Tassopoulos, president and COO, Chick-fil-A, Inc.
This is a wonderful book—an invitation for your life and work to be rooted in a purpose beyond yourself. Jeff Henderson brings both inspiration and instruction. Read this book not just for your sake but for the sake of others.
John Ortberg, senior pastor of Menlo Church and author of Eternity Is Now in Session
Leading my organization well is always on my mind. So this well-written and timely resource couldn't have come at a better time in my life and ministry. Jeff Henderson has encouraged me to not only care for and love well the people I work with, but also to care for myself—the one often forgotten in the shuffle of everyday life and demands. This is the book you've been waiting for if you'd like to take your team to places you've never been while living a beautiful life in the process.
Lysa TerKeurst, #1 New York Times bestselling author and president of Proverbs 31 Ministries
Jeff Henderson's book is FOR the reader who wants to improve, to learn, and to apply important lessons in life and business. It is full of stories, anecdotes, and examples that are clear, practical, and easy to remember. Whether you're in a nonprofit or a for-profit, or you just love learning, this is a book with compelling lessons for success.
Frank Blake, former chairman and CEO of The Home Depot
About the Author
Jeff Henderson is an entrepreneur, speaker, pastor, and business leader. For seventeen years, he has led three of North Point Ministries' multisite locations in Atlanta, Georgia--Buckhead Church and two Gwinnett Church locations. He also helped launch North Point Online, which now reaches over 200,000 people.
His bestselling book, Know What You're FOR, launched a movement in nonprofits around the world and has become a focal point for many businesses. As the founder of the FOR Company, Jeff's aim is to help organizations build a good name where purpose and profit grow together.
Jeff was recently named by Forbes Magazine as one of twenty speakers you shouldn't miss. Prior to working as a pastor, Jeff started his career in marketing with the Atlanta Braves, Callaway Gardens, Lake Lanier Islands, and Chick-fil-A, Inc., where he led the company's regional and beverage marketing strategies.
Product details
- Publisher : Zondervan; Standard Edition (October 1, 2019)
- Language : English
- Hardcover : 256 pages
- ISBN-10 : 0310356318
- ISBN-13 : 978-0310356318
- Item Weight : 9.6 ounces
- Dimensions : 5.3 x 0.92 x 7.5 inches
- Best Sellers Rank: #94,928 in Books (See Top 100 in Books)
- #48 in Customer Relations (Books)
- #101 in Christian Business & Professional Growth
- #831 in Leadership & Motivation
- Customer Reviews:
About the author

Named by Forbes Magazine as one of 20 speakers you shouldn’t miss, Jeff has become a trusted voice for businesses and non-profit organizations. His career experience not only inspires groups and individuals but also provides tangible strategies to help them grow. Ultimately, Jeff’s aim is to help organizations build a good name where both purpose and profit thrive.
His best-selling book, Know What You’re FOR, launched a movement in non-profits around the world and has become a focal point for many businesses.
Jeff has worked for well-known organizations such as the Atlanta Braves, Callaway Gardens, Chick-fil-A and North Point Ministries, one of the largest churches in America. While there, Jeff was the lead pastor for three churches over 17 years and helped launch North Point Online, one of the largest online ministries in the world.
Jeff and his wife Wendy have been married 25 years and have a daughter, Jesse, 22 and a son, Cole. 20.
Customer reviews
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Learn more how customers reviews work on AmazonCustomers say
Customers find the book to be a must-read for businesses and teams, with loads of helpful material throughout. They appreciate its inspiration, with one customer noting how it brings meaning to their goals. The book receives positive feedback for its simplicity, with one customer mentioning they implemented some ideas right away.
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Customers find the book highly readable, with many noting it's a must-read for businesses and organizations, and one mentioning it's particularly valuable for leadership roles.
"...I have been lucky enough to get to see the powerful impact of FOR in my church and community from the front row, all fueled by knowing clearly what..." Read more
"...This book is an easy read, with lots of contextual stories that validate his practical, yet seriously life-altering applications!..." Read more
"...Reading it is easy, doing it will be hard. It’ll require thought, work, sacrifice, and honesty. And that’s just the starting point...." Read more
"...Great read for anyone in a leadership role." Read more
Customers find the book inspiring, with great insights and engaging examples, and one customer mentions how it brings meaning to their goals.
"...The tools and steps given in this book, plus the vivid and engaging examples of how its application has already positively impacted organizations..." Read more
"...This book is an easy read, with lots of contextual stories that validate his practical, yet seriously life-altering applications!..." Read more
"...You're FOR" is one of those books that's just filled with short bursts of uncommon common sense that'll apply to both spaces...." Read more
"...The book really makes you want to engage in introspection and adapt to be more focused on being FOR others in your life..." Read more
Customers find the book simple to understand, with one mentioning they were able to implement some ideas right away.
"...The principle is very simple, but the application is very challenging...." Read more
"...We had some really great discussions and implemented some ideas right away! Jeffs book is a must read for every business or organization!..." Read more
"...Easy ready and love the four ways think about what one stands FOR...." Read more
"I've benefited from this book personally and in my business. Simple yet powerful tools and concepts to use in life and work. Great book...." Read more
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Top reviews from the United States
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- Reviewed in the United States on October 6, 2019You, as an individual, are your own brand. What do you WANT to be known for? What ARE you known for? How can you narrow that gap?
The principles in Know What You’re FOR are applied to businesses, non-profits, and their owners and leaders. But they equally apply to parents, students, employees, volunteers and every person or organization that wants to have a positive impact on the world around them. Rather than trying to get people to be for us, the premise of this book is that people will naturally be for us when they realize that we are already for them.
I have been lucky enough to get to see the powerful impact of FOR in my church and community from the front row, all fueled by knowing clearly what we want to be known FOR. And leadership who is constantly ensuring that we are known in our community for the things we want to be known for. This book breaks down the applications and details the way the principle can be employed with your customers, your team, your community, and yourself.
The principle is very simple, but the application is very challenging. The tools and steps given in this book, plus the vivid and engaging examples of how its application has already positively impacted organizations using it, invite readers to take the challenge and experience the power of being FOR people in our own lives and organizations firsthand.
- Reviewed in the United States on January 31, 2020This book has completely BLOWN UP my 2020!! It brought meaning to my goals that reach way beyond me and my organization! This book is an easy read, with lots of contextual stories that validate his practical, yet seriously life-altering applications!
Being a wife, mother of 4 (plus a bonus daughter), and Business Owner of 80+ team members, I usually have to pick a book that only hits one of these categories. However, Jeff’s book nails all three!! He really hones in on ‘What do you want to be known for (not against) and what ARE you known for?’ What kind of wife do I want to be? Mom? Business owner? Etc.
One easy, yet extremely impactful idea is writing your team, spouse or anyone a note to say you are FOR them! I’ve committed to 5 a day! There’s a buzz going around my organization of who’s going to get the next note!
Oh, and did I mention I fired my social media team and told them to read Jeff’s book?! Jeff shows you how to leverage social media to connect, change and actually be FOR your community! A thriving, cared for team and community equals a thriving, profitable business!
I truly believe you will be able to retain and engage more team members and customers by going all in with Jeff’s FOR strategy!
Don’t miss out and be staring 5 years down the road wishing life could be different! This is what you are looking for! Hold on tight! It’s an exciting journey of discovering all the things and ways you can be FOR others!
5.0 out of 5 starsThis book has completely BLOWN UP my 2020!! It brought meaning to my goals that reach way beyond me and my organization! This book is an easy read, with lots of contextual stories that validate his practical, yet seriously life-altering applications!BUY this book NOW!!! You WON’T regret it!
Reviewed in the United States on January 31, 2020
Being a wife, mother of 4 (plus a bonus daughter), and Business Owner of 80+ team members, I usually have to pick a book that only hits one of these categories. However, Jeff’s book nails all three!! He really hones in on ‘What do you want to be known for (not against) and what ARE you known for?’ What kind of wife do I want to be? Mom? Business owner? Etc.
One easy, yet extremely impactful idea is writing your team, spouse or anyone a note to say you are FOR them! I’ve committed to 5 a day! There’s a buzz going around my organization of who’s going to get the next note!
Oh, and did I mention I fired my social media team and told them to read Jeff’s book?! Jeff shows you how to leverage social media to connect, change and actually be FOR your community! A thriving, cared for team and community equals a thriving, profitable business!
I truly believe you will be able to retain and engage more team members and customers by going all in with Jeff’s FOR strategy!
Don’t miss out and be staring 5 years down the road wishing life could be different! This is what you are looking for! Hold on tight! It’s an exciting journey of discovering all the things and ways you can be FOR others!
Images in this review
- Reviewed in the United States on October 1, 2019I've had the benefit of working in both the business & non-profit space, and "Know What You're FOR" is one of those books that's just filled with short bursts of uncommon common sense that'll apply to both spaces.
There's an overwhelming amount of short, quotable nuggets that'll stay with you throughout your day and change the lens through which you make default decisions. Like:
- "Success is measuring yourself against other people. Excellence is measuring yourself against your own potential. When you choose excellence, you move closer to your potential."
- "The drift is always towards what's best for the organization and how to tell our story. Sure, there's a place to tell our story, but remember: our story isn't the most important one. The most important story is the one about our customer. When our story supports the customer's story, they begin to share that story."
- "All of us want to be invited to the party. The question, then, is, "What party is my organization throwing that people can belong to?" If people aren't participating in your organization, maybe it's because they don't think they are missing out on something?" What is it that your organization offers that could create FOMO and belonging? Remember, FOMO and belonging are two sides of the same coin."
...And so much more.
I can't think of a better way of saying it than, "This is a book who's time has come."
I am FOR this message.
And I am FOR this book.
Top reviews from other countries
- adamtroywReviewed in Canada on December 30, 2019
5.0 out of 5 stars Phenomenal!
I love, love, love Jeff Henderson's book. In a world of marketing angles and manipulation, Jeff gets to the heart of, not only how to grow an effective business, but how to develop your business (church/non-for-profit) in a way that authentically adds value to people and your community. This book should be required reading for business programs across North America!
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Stefan RichterReviewed in Germany on July 27, 2024
5.0 out of 5 stars Tolles Buch mit wichtigen Impulsen
Egal ob Privatperson oder Konzern, oder irgendwas dazwischen …
Henderson gibt tolle, inspirierenden und wichtige Impulse für die Einstellung und Umsetzung dessen WOFÜR du bist!
- MR STEVEN A GREENOWReviewed in the United Kingdom on April 13, 2020
5.0 out of 5 stars This book will make you think!
Having seen the FOR slogan around for a few years, it was great to finally hear the vision/heart behind it when listening to Jeff Henderson on the Carey Nieuwhoff podcast. Since then I’ve listened to as much as I can and now read this book to get a heart for how to implement the FOR mentality where ever possible. It’s a great challenge as this is a great book. I would have like to have heard more about how this has been implemented by Jeff’s church, but I appreciate the goal of the book was to inspire marketplace leaders a much as church leaders and that’s great.
- James LavelleReviewed in the United Kingdom on April 21, 2021
5.0 out of 5 stars A must have book for any business owner
I gave 5 stars because of the content, the style the book was wrote and because of the undeniable and power FOR message. Truly a must read for anyone who has a desire to create happy, loyal customer and grow a thriving organisation in business.
- JonathanReviewed in Canada on January 7, 2022
5.0 out of 5 stars Amazing book!
I loved the practical and easy-to-follow approach. It was inspiring. I would recommend this to any business owner, even school principals.