Theodore Levitt (of Harvard Business School) wrote that "To say that the purpose of business is to make money is as vacuous as saying that the purpose of life is to eat. Eating is a requisite, not a purpose of life. Without eating life stops. Profits are a requisite of business. Without profits, business stops… If no greater purpose can be discerned or justified, business cannot morally justify its existence… Finally, it's an empty idea. Profits can be made in a lot of devious and transient ways."

Your purpose is the fundamental reason that your business exists. It forms the bedrock for all the decisions that follow. Tapping into a true sense of purpose is critical if people are to become passionate about and proud of the business. Passion and pride are what fuel extraordinary commitment, effort and results.