Sean: We have founders who think of their purpose statements as an afterthought. Sometimes they think that, oh, I don't really need that. This is something that it's hard to qualify for. In terms of ROI, a lot of founders who are pragmatic, as you say about their balance sheet would be there. They might be tuning in right now.

Okay. You know, purpose statement, how's that going to translate to the bottom line? How can I feed my people, my employees, my family, with a purpose statement? What do you say to these kinds of people? Cool.

Minter: So if you'll allow me to have a nice story, the bottom line is that, a lot of these softer elements, there's no hard return on investment. I talk a lot about empathy. Show me how to measure empathy. Show me how to measure ethics or purpose. So there's a. A gangster in Chicago who was called Al Capone, rather a nefarious, a gangster, and his lawyer was extremely good and was able to negotiate when the court case and the attempt to put components jail to only be charged for five of his cases against many other indictments and Capone was put in jail for 10 years.

Then, this lawyer at one point woke up and said, do I want to be known? For the guy that saved this gangster, that murdered people, what am I leaving as a reputation for my son? And so essentially what he did is he turned and became a snitch on Al Capone and participated in helping put him behind - get him behind bars.

He was only put in jail for a certain number of years. The day before Capone came out of jail, the lawyer was moaned down in a gangster style murder in Chicago on the street. The following day after his release Capone, then went over to the lawyer's wife and took her as his girlfriend and wife suffice it to say that he was pretty unhappy with this lawyer.

When the lawyer was killed, they found on his body and his breast pocket, a piece of paper and a piece of paper, basically. I want to make sure that I was known for being someone who had integrity, because the only thing you can leave behind is a good reputation. So he was killed with his wife. He had just had a son and that son became a fighter pilot for the Navy.

And this guy was out on a mission. On his flying over the Pacific and with just a captain and a wing mate, and they found an entire flotilla of Japanese bombers headed to the largest American fleet in the Pacific. So what do they do? They said, well, gosh, we're only three. We won't get back in time to protect them.

And they decided to go and attack this enormous flotilla of fighter pilots and bombers. With these three planes, the one plane survived that happened to be the sun. And what they did is they fired everything they could. And, and then at the end he had no more bullets left and he just started ramming other airplanes with his plane using it as a suicidal mission.

I mean, ended up shooting down several bombers. Handful of fighter planes. And they thought that they were so crazy that the, the entire Japanese squadron flew back. He lands his plane on the aircraft carrier. He's saluted. His name is called O'Hare. And if you've ever flown to Chicago airport, you will know that it's also called O'Hare airport.

So the point is that when you create a good reputation, and create a proper legacy, you can do important things and make people do more meaningful lives. Are you doing something meaningful? What is it that you want to leave as a legacy in your life? And, when you tie into that, my gosh, it's powerful.

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