This week, I interviewed the great Michael Gerber—author of The E-Myth Revisited—on my podcast. Michael is nearly 89 years old but still sharp as a samurai’s blade.

He spoke about how important it is for an entrepreneur to cultivate their dream—to fuel their passion for the business. This “dream” then energizes all their personas: the thinker, storyteller, leader, designer, builder, launcher, and grower. (You can learn more about this in one of Gerber’s upcoming Dreaming Room workshops.)

Emotion Is the Fuel of Entrepreneurial Success

We’ve talked in this column before about the importance of having a “Company Why” to galvanize your team—and how desire is the single most critical ingredient in entrepreneurial success.

As Michael described the significance of the “Dream,” I realized these ideas all center around one thing: emotion.

You can have brilliant ideas, unique assets, and A-players galore in your business—but without an emotional charge, nothing happens. Emotion is the fuel in the tank of your business.

And doesn’t this sound familiar?

All the world’s great religions, movements, and ideologies have tapped into the spiritual power of emotion to rally people. Your business must do something similar if you want to build something truly great.

Missionaries, Not Mercenaries

So ask yourself: do you want mercenaries—or missionaries—to help grow your business?

If you want the latter, you need a mission that excites you and your team. That’s where the Company Why comes in.

The good news is that every company already contains the seed of a meaningful mission. At Summit OS®, we help leadership teams uncover that purpose, shape it, and bring it to life. The Discover Your Why™ tool is our go-to process for drawing that deeper emotional driver out of your business—so it stops being a vague concept and becomes a source of alignment, inspiration, and energy.

Examples of Powerful Company Whys

Here are just a few Company Why statements we’ve helped uncover by digging beneath the surface of what our clients actually do:

• “Liberate people from unhealthy and unpleasant tasks” – Combi Packaging Systems (packaging machines)
• “Facilitate people’s independence and self-determination” – RackN (physical server park management)
• “Transform people to help fulfill their potential and enjoy a better social life” – Eos Rejuvenation (facial plastic surgery)
• “Help entrepreneurs reach their Ideal Lives while creating a positive impact” – Summit OS Group (leadership team coaching)

These are more than taglines. They’re energizers. They inspire pride, focus creativity, and attract A-players who want to be part of something bigger.

Why Purpose Is the Missed Opportunity

Defining a higher purpose in business is the #1 missed opportunity for most business owners.

A strong Company Why:

• Creates emotional connection and pride
• Attracts mission-driven A-players
• Sparks new ideas and energy
• Aligns your leadership team around a shared vision

If you’re looking to breathe energy into your organization, bringing in the spiritual dimension may be your next big unlock.

Start by watching our new explainer video on how we do it at Summit OS—and discover how a well-defined purpose can help your people put a dent in the universe.