To do this, businesses need to aim at a higher purpose — to improve the conditions on our planet. And they need to aspire to having that purpose last a long time — the law grants a corporation a perpetual life, after all — and a corporation should benefit society for the length of its existence. This driving intention to matter, in perpetuity, is what we call soul. In this post, we would like to share some design goals for going beyond sustainability, in search of soul.
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