Organizations grow, not just by extending their reach, but by intensifying their connections. (One zealot, after all, is worth ten casual shoppers.) That intensification is built upon the clarification and assertion of a shared purpose.
Patagonia, the outdoor apparel company, demonstrates commitment to its purpose by constantly developing new dimensions of inquiry into environmental responsibility. In this way, they outzeal the zealots and inspire belief.
Originally published in PARACHUTES: Instructions for Landing in the 21st Century