I like to talk about alignment with my clients. Know your objective, method and end-state. Don’t work at cross-purposes. Make aligned choices. Etc. While it’s great that purpose is being discussed more frequently, it’s a constant challenge to limit the drift toward corporate propaganda. What is tactical enough to guide real action AND honest? Save the world? Provide net positive value? Obey the law? Go home happy? More money for everybody, as one of my clients says frequently? Something else?

“There’s always a good reason and a real reason.” –James Altucher