WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care? - Simon Sinek

Every day, the competition is doing something new, something better.

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

the definition of the responsibility of business must: Advance a purpose: Offer people a sense of belonging and a feeling that their lives and their work have value beyond the physical work. Protect people: Operate our companies in a way that protects the people who work for us, the people who buy from us and the environments in which we live and work. Generate profit: Money is fuel for a business to remain viable so that it may continue to advance the first two priorities.