CHAPTER 4
Discovering and Growing Purpose
Some companies are born with a sense of higher purpose. Others are created because their founders see a market opportunity they can profitably exploit. As such companies reach maturity, they often find themselves in a sort of existential crisis, much in the same way that many adults start asking questions about meaning and purpose when they reach midlife.
Higher Purpose Discovered: A Heartwarming Story About Trash
An example of a company whose founders saw a market opportunity to exploit is Waste Management, the leader in the mundane but essential business of disposing of our trash. Founded in 1968, ...
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