If businesses are judged by the amount of money created, then the metric is revenue. If they are judged based on the ability to make a positive change in people’s lives, then the metric is the purpose of the business.

Our selection standard is purpose, not millions or billions in revenue. We carefully assess the soundness of purpose, its relevance, meaning, genuineness and its final impact on employees, customers and all stakeholders before verifying, certifying and adding the business leaders to the list.

The importance of using purpose as a leadership standard is that it enables people to understand what all organizations and businesses are working towards and aspiring to accomplish. It is the scale that separates grain from chaff, namely the leaders from the non-leaders.