In order to successfully identify their organization’s purpose, leaders must accept the notion that all organizations exist to make people’s lives better. Again, that sounds idealistic, but every enterprise—every last one—ultimately should exist to do just that. To aspire to anything less would be foolish. After all, no one doubts that every company must have some sort of value proposition—a compelling reason that customers or constituents want to interact with it. And at the heart of that interaction is the expectation of a better life.
