You can absolutely run a great business without a single goal. You don’t need something fake to do something real. And if you must have a goal, how a… - Jason Fried

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You can absolutely run a great business without a single goal. You don’t need something fake to do something real. And if you must have a goal, how about just staying in business? Or serving your customers well? Or being a delightful place to work? Just because these goals are harder to quantify does not make them any less important.