Some companies need to spend a lot of time soul-searching, or discovering their purpose, or perhaps reinventing themselves. The companies that you probably admire the most, says John Mackey, CEO of Whole Foods, are the ones that already know their purpose, because that purpose is what has animated them from the beginning.
In the case of Bill Gates, for instance, the purpose was not to become the richest man in the world, nice as that may be, but to unleash a computer revolution.
In his lesson on Big Think Edge, the only forum on YouTube designed to help you get the skills you need to be successful in a rapidly changing world, Mackey explores how the best businesses of the 21st century have all grown out of "ideas on fire."
The key challenge, therefore, is to transmit the message and the meaning of the company in as effective a way as possible.