There are different ways of thinking about purpose. A furniture retailer might choose to think its purpose is to sell people furniture. But it could also approach the business in a very different way. Its higher purpose might be that the company brings a sense of style into the lives of those on a budget; or that it enables people to express their creativity through home furnishings. Getting this right is subtle; advertising sometimes attaches generic or artificial purposes to companies. But if the leaders of a company think hard enough, and question well enough, about where the company came
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