What is profit?  So often when encouraged to aim for even higher profits, business owners (in a state of discomfort) tell me that profit is not the be all and end all – to focus on profit is quite vulgar, commercial and we should be promoting contribution and living into our why, being on purpose – what is more important is that we love what we do, that we want to help others.

BUT… what if you could help more people, what if you could do more of what you love to do and less of what you don’t, what if you could choose to do what you do and not get paid, what if you had more discretionary time – profit enables you to do these things.  It enables you to be more philanthropic, it enables you to employ others to allow you to do more of what you love and help even more people, to work on your WHY.  Profit is an enabler… it enables you to make a difference – it enables you to do stuff.

So what if we aim for a higher enabler?  Is that ok with you?