Displaying a wry sense of humor and self-effacing style, ad industry legend Roy Spence took the stage at the PPAI Expo in Las Vegas this week with a very clear purpose: to talk about the importance of, yes, having a purpose in your business and life. “You’ll be more successful if you find a clear purpose for what you do every day,” said Spence, speaking with a southern drawl derived from a lifetime spent in Austin, TX. “It needs to be something more than just making money. Yeah, we’re all in it to make money, but are you doing something you love and getting really fulfilled from what you’re doing every day?”

Spence, founder of ad and marketing agency GSD&M Advertising (the company behind advertising and marketing campaigns for companies such as Southwest Airlines, Walmart, John Deere, BMW and the PGA Tour), motivated his PPAI Expo audience with an inspiring mix of marketing case studies and smart business advice. How has he found purpose in his work? Through campaigns that contribute to the greater good.

One example Spence cited was a charity drive he and his company created on behalf of the living U.S presidents to benefit victims from Hurricane Harvey last year. “I got a call from Bill Clinton one day, and he said, ‘Roy, we want to do a video of all five living former presidents urging people to donate in support of the victims,’” Spence said. “I was like, ‘OK, cool idea.’ But then he said that we need to film tomorrow and they’re all in five different places and we need to get it all done by the next night because we’re going to air the video during that night’s NFL game.”

Spence quickly realized his higher purpose for the project, hired film crews in the five locations, got video editors on call, tapped marketing writers, and took the task head on. The ad aired the next night and helped raise millions of dollars to the presidents’ campaign. “That’s what purpose can do,” said Spence. “When you have real purpose in your business, you can do things you wouldn’t have thought was otherwise possible.”

In addition to his motivational message, Spence lauded the promotional products industry for having tangible items that connect messaging with an audience as well as any other advertising medium. “Promo items make campaigns real for a target audience,” said Spence. “This industry is more important than ever before. Consumers are looking to use and wear things that they connect with and relate to. So, if they can drink out of a mug or wear a T-shirt that represents their ideals and their purpose, then they’ll use it forever.”

Leaving his PPAI Expo audience with one more piece of advice and motivation, Spence urged entrepreneurs to focus on their best capabilities and stop trying to fix their weaknesses. “Become great at what you’re good at,” he said. “Don’t waste your time trying to be merely average at what you’re not good at.”