Purpose is an important part of any business, and can be thought of as the reason that a company exists or does what it does. It's a quality that can set apart great businesses from average ones. It requires us as leaders within our organization to make decisions based on values rather than profits alone. By developing your company’s purpose, you can focus on its core competencies and keep it relevant in an ever-changing world. Here are some key concepts to consider when incorporating purpose into your business: