When I recently interviewed Daniel, one of the most beloved products of our times, he shared the story of how his father was in a Nazi concentration camp and a guard showed him an act of kindness by sharing a potato, which both provided hope and sustenance. This inspired Daniel and when he started KIND bars he shared with me how higher purpose plays into a company, “With KIND, what we are trying to do is improve kindness amongst strangers, encourage them to get outside of their comfort zone and to be kind towards one another.” He continued, “ I want KIND to change the way people see companies so that business will see themselves as responsible actors in making a better society.”

Of all the great CEOs I’ve interviewed, the greatest always have a higher purpose that is completely authentic. And in a social media world authenticity is the only thing that works. What’s your company’s higher purpose?