The day you start your business, you had better place “purpose” at its forefront. This is a critical issue that fails to get enough attention. Many business owners who are asked, “What is the purpose of your business?” will answer “to make money” (or something similar). You may be thinking, “Isn’t that the purpose of being in a for-profit business?” I can confidently say “no.” By serving a purpose well and doing it in a profitable manner, you will make money. The greater, the more needed, and more desired the purpose you choose to serve, the more money you can make.