If you look at the people who have really succeeded on very a high level, they’re the people who created a culture at their companies, and had that sense of purpose. I think it was striking to me, doing the research for the book, how many people played back a similar story.

The one I’m writing an article about right now is Ben & Jerry’s. It’s a good example for me because I always liked their ice cream. Their thing is all about values — about having a social conscience. Other companies make the same product, and don’t have those values. I guess that’s my point. That’s what makes the company unique. They have the product, but they also have an outlook — making the world a better place, taking stands on social issues. So when you think of Ben & Jerry’s, you think of all those things.