The internet — and TikTok in particular — isn't always the most uplifting place. But a recent viral video has done wonders to restore our faith in the app. Earlier this week, TikTok user Taylor Mae posted a video of an author, Jonathan Stanley, sitting in a bookstore to sign copies of his latest work, Purposeful Performance. But Mae was heartbroken seeing that nobody had shown up to attend the signing.

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Clearly, Mae wasn't alone in her reaction: the video quickly racked up millions of views (73.3m at the time of writing), with countless users empathising with the situation. Soon after, Mae followed up the post with a second video, this time of her young daughter buying a signed copy of Stanley's book.

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It wasn't long before the TikTok community at large followed suit, with users taking it upon themselves to sell-out Stanley's work, and catapulting it to Amazon's best-sellers list in the process. So, what do we know about the book that won the internet's heart? We've done some digging on Purposeful Performance and Jonathan Stanley, below.

What is Purposeful Performance about?

The book title in full is Purposeful Performance: The Secret Mix of Connecting, Leading, and Succeeding. In short, it's a business strategy guide that challenges the traditional profit-first model and emphasises the importance of purpose-driven leadership.

Speaking to Today USA, Stanley said he was inspired to write the book after losing his job in 2023. “The American workforce is broken in so many ways,” he said. “I’ve talked to so many people who are disengaged at work. They feel unheard, unseen and undervalued. So it was really important for me to write a book about bringing humanity back into the workplace.”

The result is an eight-step framework that helps business leaders align their teams around a clear and authentic mission, with a focus on meaning over profit.

Who is Jonathan Stanley?

Jonathan Stanley is an entrepreneur, speaker, author, and coach with over 20 years of experience in strategic planning, marketing, and product development. As the founder of AudioConexus, he built a global brand providing audio tours to millions worldwide. After selling his company in 2019, he served as Chief Experience Officer at Listen Technologies, leading global marketing and strategic planning efforts. He currently resides in Duryea, Pennsylvania.

Where to buy Purposeful Performance

Purposeful Performance is now available for purchase on Amazon.