CHAPTER 2

The Goal-Making Money

One of my favorite business books is The Goal written by Dr. Eliyahu “Eli” Goldratt. In the book, Dr. Goldratt makes a point I, and many others, have found to be powerful in terms of its ability to rally company employees around an idea and focus organizational efforts. He proposed the goal of a company is to make money, a simple notion. Of course, as usually happens, many business intellectuals tried to argue that making money was an objective or something other than the goal. The goal might be to make products for the greater good, or to make technologically sound products, or to offer services to address a key need in a target population.

These may be ideas the company’s founder sought to achieve when she started ...

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