By John Jantsch

People start businesses for many reasons. Most of the time it’s because they believe they have an idea, the experience or the talent to create something that will feed their financial needs.

In many cases, if they’ve chosen work that they truly enjoy, a sense of serving a higher purpose starts to evolve.

While purpose can be a loaded word for some, I think that in this day and age businesses that are built to do something that people can rally around, regardless of what the company actually makes and sells, are the ones that will naturally experience commitment and growth.

The tricky part for some is to get in touch with this idea of a higher purpose as applied to their business.

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