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7
Know the Nature
of Your Business
Despite what you may have been taught, money
isn’t the strongest motivator that you can offer
a person. Sure, we all need the necessities of
life that money can buy—food, shelter, transportation,
and security—but what drives most people to go beyond
the call of duty at the office is the chance to do work they
believe is important. Doing work that feels important—to
the company, to the bottom line, to your team, or to your
community—makes your beliefs and values actually come
alive. This allows you to experience a sense of worth, of
usefulness, and of purpose and makes your ability to con-
vince others second nature.
Smart companies recognize the value of tapping into
their employees’ values, of making their work meaning-
ful. One of the ways they do this is by creating a mission
statement. Some go even further and distill their mission
statements down to what I call the company’s big idea.
