The key advantage for a start-up business, says John MackeyCEO, Whole Foods Market, is that entrepreneurs "have no legacy they have to overcome." Generally, these entrepreneurs have already discovered their purpose and they "are already on fire," Mackey says. 

When Mackey first met Bill Gates, he says it was evident that Gates didn’t start Microsoft to become the richest man in the world.  "He was on fire about personal computers," Mackey says, "he was on fire about the idea."

Gates had a vision that everyone would eventually have their own personal computer and then we would need software to run it. So his vision was to create that software and that was his passion - 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 says that with almost all the great businesses that you probably admire the most, these have grown out of "ideas on fire." That is to say, there is no need to search for a purpose. The purpose is already there. It is what animates the founders and is passed on to the stakeholders of the business. 

The key challenge, therefore, is to transmit the message and the meaning of the company in as effective a way as possible. In the 21st century, Mackey argues, entrepreneurs need to be entrepreneurs of meaning. 

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