Nearly every organization has a mission, vision, or purpose statement displayed on its website or framed and mounted in the executive corridor. But it is largely unknown to employees and seemingly unrelated to their daily jobs.

As a result, while employees may possess the knowledge and skills to do their jobs, they are unaware of what bestselling customer service author Steve Curtin calls job purpose: how their specific tasks contribute to the organization’s reason for being. They understand what to do and how to do it, but not why they do it.

Curtin offers a fresh tool to overcome this challenge. The Revelation Conversation is a one-on-one exchange where leaders and managers involve employees in discovering their total job role, connect job duties to job purpose, and inspire greater employee engagement. Instead of just having assignments to work on, they now have a purpose of working toward. Service quality goes from transactional to exceptional.

The book contains dozens of examples of how leading companies link their corporate ideals to employees’ daily job responsibilities. By creating an environment for employees to do work that matters rather than simply checking boxes and going through the motions, employers will reap the benefits of higher employee engagement, productivity, and customer satisfaction.