WEBVTT 1 00:00:00.870 --> 00:00:03.240 - When I talk to clients about what keeps them up at night 2 00:00:03.240 --> 00:00:04.710 that's generally their mission. 3 00:00:04.710 --> 00:00:06.390 But when we talk about the things that get them 4 00:00:06.390 --> 00:00:09.330 up in the morning, excited, that's their purpose. 5 00:00:09.330 --> 00:00:10.950 But it's not enough to have a purpose 6 00:00:10.950 --> 00:00:12.930 you must do something with it. 7 00:00:12.930 --> 00:00:14.490 You have to methodically be it 8 00:00:14.490 --> 00:00:16.680 and you have to run it throughout your organization. 9 00:00:16.680 --> 00:00:19.410 You then earn the right to say in the market 10 00:00:19.410 --> 00:00:21.660 that you are a purposeful organization, 11 00:00:21.660 --> 00:00:24.330 making bold commitments that have true impact. 12 00:00:24.330 --> 00:00:25.890 And that is something that should get you 13 00:00:25.890 --> 00:00:27.190 out of bed in the morning.