The CEO's responsibility
The CEO's responsibility is to spread the cause, not just sell the product. So all the people that join the company understand that they're joining a social movement.
For example, the people who work for Apple really think they will change the world. Steve Jobs believed in power to the people, that this technology could empower people to stand up. It was not about the product; it was always about the people. The technology was simply a means to an end.
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Simon Sinek explains that people want to work for a company that understands why they exist and are passionate about it.
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