The Ultimate Question 2.0 (Revised and Expanded Edition)

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Bad Profits, Good Profits, and the Ultimate Question

Most companies these days are striving to focus more closely on their customers—to become more customer-centric. Little surprise here: we live and work in a Web-savvy world in which customers have near-perfect information. Only companies that put the customer at the very center of their operations can successfully compete in such a world.

Many companies also want to make themselves more mission driven than profit driven. Again, no surprise. Their leaders understand that they can’t win and keep customers without first winning and keeping the best possible employees. And most talented employees want to pursue a mission, a purpose that transcends profits for shareholders.

But despite all the ...