organization is driven by things other than their own - Simon Sinek

The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.

The goal for us as individuals is to know our WHY so that we can more easily find the right tree and the right nest. The goal for an organization is to know its WHY in order to attract the right birds. And the goal for each team within the company is to make sure that they have the right birds in each nest — those who will work together most effectively to contribute to the organization’s higher purpose and cause.

A Just Cause must be: For something — affirmative and optimistic Inclusive — open to all those who would like to contribute Service oriented — for the primary benefit of others Resilient — able to endure political, technological and cultural change Idealistic — big, bold and ultimately unachievable