companies can try to find their cause by asking, What does the world hunger for? This may require some contextual inquiry—venturing beyond the corporate bubble to spend time with the people who are your customers—to figure out what they care about or feel passionate about. The next step is to identify what may be standing in their way—an obstacle, a problem. To the extent you can alleviate that problem, your company can be seen as more than just a business out to make money.
