PROLOGUE
When organizations succeed, it is because they know what they do and why they do it. We say they have “purpose.”
Let me share a story. Not long ago I walked into an Apple store to inquire when the company might be introducing an external keyboard for the iPhone. The young man who handled my query was polite, but direct, “We are committed to the onscreen keyboard.” Note the word “we.” How many times have you heard a clerk in a store refer to the business as “we,” in particular to a customer who wants something the store does not carry? While some might have thought the young man arrogant, I did not. I considered him committed. ...
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