The Wall Street Journal recently ran an article about the growing trend of companies focusing on the lofty mission of making a better world, prompted by young workers who—in addition to a paycheck—say they want to make a difference, and employers trying to rationalize how to balance the bottom line with endeavors to improve mankind. But while making motorcycles or Big Macs might not call out "higher purpose," these companies try their best to rationalize it.
At a recent investor conference, Harley-Davidson's chief marketing officer said there's a “higher purpose” to the Harley brand that extends beyond motorcycles. He didn't define the higher purpose, but I suppose it was to recognize that police departments use Harleys to chase criminals, and thus make it a safer world.
Accountants profess to take the worry out of tax preparation so their clients sleep better at night, and thus live healthier lives. Clearly, accountants do have a higher calling.
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