What Matters To You Is What Makes You.

The article features Roy Spence, co-founder and chief executive officer (CEO) of the Purpose Institute, as well as keynote speaker at the 2018 American Speech-Language-Hearing Association (ASHA) Convention in Boston, Massachusetts. Topics discussed include his family background, reason purpose matter so much in people's work, according to Spence, and information on the marketing effort of Southwest Airlines based on the freedom mantra of Spence.