Why are you running your company?

To become insanely rich, of course. Money is the ultimate measure of success, and it’s what will let you retire and be wonderfully happy in your old age.

Or maybe not. Most people I talk with want far more out of their business than just making money. Money is what helps you continue doing what you do, but it’s not the only goal.

What are the important goals?

I find that many people become intrigued by this question. They like delivering value to happy customers. They enjoy the challenge of learning new skills, and the accomplishment of creatively making a new product. They want to provide happiness, challenge and stable income to their employees and families.

Why would I explore this with my clients? Because this is where the energy comes from to draw together a focused, productive and passionate organization. It’s one thing to put in your hours of work to get a paycheck. You’ll reach much higher productivity when you believe that what you do is vital to the community or makes a difference in the world.

This sounds as if I’m talking about charities, but I’m not. Sure, Oxfam or Habitat are making incredible