A Company’s success lies not in what they do, but rather why they do it. Companies that are greatly successful (like Apple, Google, and Southwest Airlines for example) are so not because of the services and products they provide— because often competing products are far more similar than we’d believe them to be (what are the differences between the iPhone and Droid, really??). In this fiercely competitive economy where companies are competing for narrow slivers of market share, a company will win if and only if they have and understand their very reason for existing. What’s your purpose?