In his iconic book "Man’s Search for Meaning" professor Viktor Frankl wrote: Don't aim at success.
The more you aim at it and make it a target, the more you are going to miss it. For success, like happiness, cannot be pursued, it must ensue.
There is a growing trend leaning towards the evolution of purpose driven companies that are defined by an authentic commitment that permeates both the business strategy and decision making, illustrating that the personal good and the collective good can become one.
Whether it be healthcare or product design, companies are embracing Frankl’s ideas that a critical aspect of a business is purpose driven bound by a sense of responsibility to create a better life for others. Consumers in the United States are no longer making decisions solely based on product selection or price, they are assessing what a brand says, what it does and what it stands for.
A reflection by Jonathan J Kaufman in a Forbes article about the need for a higher purpose.
