The Story of Purpose: The Path to Creating a Brighter Brand, a Greater Company, and a Lasting Legacy

II

The Black Box of Strategy

In every acorn, an oak; in every beginning, a purpose.

—Joey Reiman, on where purpose comes from

Every one of us wants to optimize ourselves along the lines of excellence. The Greeks called this happiness. And the mystery of happiness is mastery. Think about the first time you learned to ride a bicycle. You probably spent most of your time watching your feet on the pedals. But once you mastered the skill, you could enjoy the wind on your face.

But before we master performance, we have to muster passion—and that’s where purpose comes in. Purpose creates passion, and passion sustains us on our journey to what eminent psychologist Abraham Maslow called self-actualization, becoming all you can be.

Business and its brands can self-actualize as well. And the good news is it takes a lot less time when you have a purpose. The path to purpose takes 16 weeks, and the rewards for taking this journey can last forever.

The Story Behind the Story

Beginnings hold vital instructions for the future. Ethos is a beginning. From here, every business is launched, every brand is created, and your corporate culture is built.

Over time, ethos attracts people with shared beliefs called culture. Culture is the soul or spirit of an organization. When culture is compromised, it generates corporate anxiety. Associates fear their future. Healthy culture, on the other hand, creates an atmosphere of flourishing.

Positive cultures are held together by core beliefs called values. These ...