CHAPTER 5purpose, promise, and principlesthe cornerstones of your business

IN PART I, I TALKED about the importance of having a “big-picture” view of your business. Part of this “big picture” should be your business purpose. Why are you doing what you’re doing? It’s amazing how many business owners and their teams go through the motions of running their businesses on a day-to-day basis without ever understanding the purpose behind what they’re doing. They might as well be zombies. Businesses without a purpose don’t have a heart. They don’t stand for anything, and as a result, they don’t stand out from similar businesses. Successful business owners both understand their purpose and can articulate that purpose to their team, their customers, their ...

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