MKS-15: Business of the 21st Century Purpose and Profit

For many around the world this was a year full of uncertainty, challenges, and chaos.

And where you once found stability and security, you might feel shaken to the core. Together, we can create a new reality for all your future years ahead.

Would you like your work or careeer to provide psychic AND material wealth? You CAN do. You came here to do. To earn more money than you ever have.


The purpose of making money.

Purpose, by its nature, transcends making money: It is about people coming together to do something they believe in and allowing profit to follow as a consequence, rather than as an end in itself. But there is a paradox here.

The Purpose and Profit training has been incredible. Here’s what we’ve covered:

  • Purpose and Vision
  • Paradigms and Goals
  • Attitude and Self Image
  • Decision

You’ll also find the daily assignments below.

[1]: Purpose and Vision:

Purpose is the foundation of mission and vision, but impact is what matters. A vision statement is a statement of what the future looks like if the organization is successful. It is a statement of where you as a company are headed. A vision statement describes what the world will look like if you achieve the mission that serves your purpose.

Vision is the picture. Mission is the road map to get there. Purpose is the feeling that everyone, from the CEO to the janitor, has when you accomplish what you set out to do.

What is your purpose, mission, and vision in your life or business?

Vision – a vision is a statement of what you would like to become. Mission is a statement of how we will accomplish our vision. Purpose is a statement of why we exist/reason for being.

The difference between vision and purpose

As nouns the difference between purpose and vision is that purpose is an object to be reached; a target; an aim; a goal while vision is (label) the sense or ability of sight.  Purpose is to have set as one’s purpose; resolve to accomplish; intend; plan while vision is to imagine something as if it were to be true.

Mission, vision, purpose, and values

Mission, Vision, and Values: Mission and vision both relate to an organization’s purpose and are typically communicated in some written form. Mission and vision are statements from the organization that answer questions about who we are, what do we value, and where we are going.

What is the purpose of vision and mission statement?

Mission and vision statements are concise, inspiring statements that clearly communicate the direction and values of an organization. These statements can powerfully explain your intentions, and they can motivate your team or organization to realize an inspiring vision of the future.  (1) Finding Your Purpose Bob Proctor – YouTube

Assignment 1:  Write a script 6 months from now in the presence tense the way you really want to be living earning the profits you really want to earn from your business. Once you have written it, take a picture of it and send us a copy.

[2]: Paradigms and Goals

What is a paradigm? [pronounced para-dime] A paradigm is a model, a perception or understanding. It is only by seeing things based on the correct principles that we achieve success and happiness. In order to understand paradigms, Covey encourages us to think of them as maps. They are not the solution, merely a representation of how to get somewhere.

Paradigms are the ONLY roadblocks between you and your goals, so you need a goal that is bigger, more exciting, than your paradigms. How do you come up with a goal like that?

Examples include fairness, integrity, honesty, dignity, service, excellence, potential, growth, patience, nurturance, and encouragement. These are guidelines for achievement. Where your paradigms are the directions on your map, these principles are your landmarks that confirm that you are on the right track and that you have the correct map.

Knowing what you want to achieve is the first and most important step in setting your goals. Have a vision for your life. Visualize where you want to be at various stages of your life and the relevant goals that you would have liked to achieve. Remember, it is important to set goals that are important to you personally and not others.

(1) Paradigm Shift Bob Proctor – Reaching Your Infinite Potential – Ep. 5 – YouTube

Assignment 2: [A]: Write out the paradigms that are not serving you and burn them (safely). Then take a picture of your bowl burning ceremony. [B]:  Write out your goal 50 times in the presence tense starting with “I am so happy and grateful now that…  Then take a picture of it.

[3]: Self-Image and Attitude

Self-image is what you think of yourself. Most of the people have difficulty in accepting the way they are. You ask people and a majority will say that they were rather someone else than what they actually are. Self-image is a number of self impressions that you have created over time.

Attitude reflects self-image. The reason that one person is positive while another person is negative is due to the fact that attitudes or outlooks on life reflect our self-image. The discovery of our self-image has been called one of the most important discoveries of this century.

Our self-image is continually assessing this type of information and the attitudes that we hold towards ourselves. Another example might be related to our physical appearance. Imagine that you put on a few pounds over winter.

Self-image is a portion of what makes up our much broader self-concept. Self-image is strictly how we view ourselves, not how we think or feel about ourselves. Again, as was the case with self-concept, self-identity is a broader and more comprehensive term than self-image.

A positive self-image has the ability and potential to boost our physical, mental, social, emotional, and spiritual well-being. On the other hand, a negative self-image can decrease our well-being in each of these areas as well as our overall life satisfaction and functioning. A lot of people tend to get self-image confused with self-concept.

We define self-image as the individual’s willingness to cooperate for the sake of the public good, we define environmental attitude as the individual’s concern regarding waste prevention and disposal, and the environmental behavior as the individual’s recycling behavior.

Having a negative self-image can certainly influence self-esteem, and having low self-esteem is likely to be accompanied by a negative self-image, but they are at least somewhat independent “self” aspects. How Identity is Related Identity is also a closely related concept but is also a larger and more comprehensive one than self-image.

(1) Good News with Bob Proctor | Self Image – YouTube

Assignment 3: Listen to the Magic Word-Attitude Audio 3 times and then post your biggest takeaways.  The Magic Word by Earl Nightingale

Write a description of the person you intend to become.   How you and others see you.  Remember: I am not who I think I am. I am not who I think I am.  But I am who I think you think I am.

[4]: Decision

The great importance of having good decision-making skills in life, lays out the common problems people face, and gives us the keys to being truly successful at it.

The business decision-making process is a step-by-step process allowing professionals to solve problems by weighing evidence, examining alternatives, and choosing a path from there. This defined process also provides an opportunity, at the end, to review whether the decision was the right one. (1) Universal Laws of Life – Full Stream – YouTube

Decision-making process is a reasoning process based on assumptions of values, preferences, and beliefs of the decision-maker. Every decision-making process produces a final choice, which may or may not prompt action.

Decision-making process

  1. Identify the decision. You realize that you need to decide. Try to clearly define the nature of the decision you must make. This first step is very important.
  2. Gather relevant information. Collect some pertinent information before you make your decision: what information is needed, the best sources of information, and how to get it.
  3. Identify the alternatives. As you collect information, you will probably identify several possible paths of action, or alternatives. You can also use your imagination and additional information to construct new alternatives.
  4. Weigh the evidence. Draw on your information and emotions to imagine what it would be like

Decision-making Steps

  1. Define the problem:
  2. Analyzing the problem:
  3. Developing alternative solutions:
  4. Selecting the best type of alternative:
  5. Implementation of the decision:
  6. Follow up:
  7. Monitoring and feedback:

Assignment 4: 1. Read the decision 3 times and post your takeaway. 2. Act on one definite decision you have been procrastinating on that will help you reach your goal.

HOW TO MAKE GREAT DECISIONS IN LIFE – Bob Proctor on Decision-Making & Success. (1) HOW TO MAKE GREAT DECISIONS IN LIFE – Bob Proctor on Decision-Making & Success – YouTube

[5]: Decision

There’s a habit I want to encourage you to adopt – a habit that W. Clement Stone formed of saying – “That’s Good!”

Because, there is ALWAYS something good. Whenever we are inundated with negativity, it is essential that we go back to the basics.  

I look at the basics as to what Ray Stanford said to me.  He said, ‘Bob, you are the only problem you’ll ever have and baby, you’re the only solution.’

It took me a long time to understand what Ray meant, but he’s right.  It is always our perception that’s the problem; it is easy to blame everything outside ourselves, the government, the virus, your partner, or spouse.  

Understand there is good in everything and it is our responsibility to keep our attitudes right.

Day 5 Assignment – Listen to this 3 times then consciously see the good in everything today. Share how it changes your perspective with the group and tag your Success Advisor. (1) Form the Habit of saying “That’s Good” – YouTube


You may think that business is all about profit, businesspeople are unethical and business in general is a black art of guile and greed. Over the years I have found this to be mostly untrue.

The story that businesspeople are bad and what they do is morally questionable is false. For every Enron, there are 10,000 good companies. And most companies, like most people, are trying to do the right thing.

Business can solve the world’s problems. And more people are coming to believe that. Having observed business for more than three decades, I can tell things are changing. Thousands of new businesses are working to make the world a better place and, most importantly, add real value to our daily lives.

We need to recast the very way we think about business, especially in the aftermath of the global financial crisis, in which the old model of business — profit maximization — contributed to the meltdown.

Stakeholder Theory argues that stakeholders come first — whether they are suppliers, investors, employees, customers, or the community.

The old way of thinking about business presupposes the point of business is to make profits. This is akin to believing that breathing is the purpose of life.

Yes, you have to breathe to live, just as businesses must make profits. But the purpose of business is usually determined by a passionate entrepreneur chasing a dream to change the world.

John Mackey, co-CEO of Whole Foods Market, is an example of the new order of those great business leaders who practice conscious capitalism. Mackey says that entrepreneurs — though they want to make money — start businesses out of passion.

Think about it this way, he said: Physicians make money, but their mission is to heal; teachers make money, but their desire is to educate; and architects make money, but they yearn to build.

The question then is: Why the myth that businesspeople only want to make money?

The Motley Fool’s main mission, says its CEO Tom Gardner, is to help people become better investors. Kip Tindell, CEO of The Container Store, explains that taking good care of its 6,000 employees leads those employees to take very good care of customers and other stakeholders. The result is profit.


Capitalism has always had its share of critics, who claim it leaves scandal, pollution, and poverty in its wake. Capitalism may not be perfect, but it is the greatest system of social cooperation created thus far. Capitalism works because entrepreneurs and managers figure out how customers, employees, suppliers, communities, and people with the money all can cooperate to mutual benefit. Competition is important, but it is a second-order property that gives people more choice in a free society.

Business is a deeply human institution, but its purpose is not to make as much money as possible. The purpose is something else. We need to put purpose back into capitalism because business is primarily about purpose and creating value for stakeholders — money and profits follow.

Business and ethics go hand in hand. Sometimes we act for selfish reasons and sometimes for other-regarding interests. Incentives are important, but so are values. Most people tell the truth and keep their promises and act responsibly most of the time. And we need to encourage that behavior. When these expectations are not met, it is not just bad ethics, it is also bad business.

Critique by creating something better. If you think that too many executives just concentrate on profits and money, then start a business that focuses on a purpose more than profits and relies on the passion of its employees.

Purpose and Profit Framework Today, it is finally safe to say that collective business wisdom accords purpose and profit virtually the same weight of importance in planning and leading a sustainable new enterprise. It is particularly true for startups, but it is also progressively true for established major corporations.

Every new venture is particular to itself and there is no one size-fits-all way to define its own purpose and profit goals. Neither is there only one singular way to conduct a process to consider what they both will be.

At worst, the founder will be the sole arbiter who makes the determination. Even solopreneurs would be well advised to seek the inputs of people around him or her—people whose opinions, experience, and skills are valued.

The Purpose and Profit Framework set out below is generic, but it attempts to define a way to go about considering both the two vital subjects together.

Profit with purpose is set to become the new norm.

Up to this point, social enterprise and impact investment have been driving this concept, which has somehow remained confined to a niche. Not anymore. Now, it is all set to change: the CEOs of the future will want their companies to be recognized as forces for good.

The most successful companies do not target profit directly but are driven by purpose – the desire to serve a societal need and contribute to human betterment.

Purpose, according to Ratan Tata, the recently retired CEO of the Tata Group, is “a spiritual and moral call to action; it is what a person or company stands for.” When such a purpose exists, it provides employees with a clear sense of direction, helps them prioritize and inspires them to go the extra mile — which, the argument goes, should ultimately be good for profit. Purpose, by its nature, transcends making money:

Purpose, according to Ratan Tata, the recently retired CEO of the Tata Group, is “a spiritual and moral call to action; it is what a person or company stands for.”1 When such a purpose exists, it provides employees with a clear sense of direction, helps them prioritize and inspires them to go the extra mile — which, the argument goes, should ultimately be good for profit. Purpose, by its nature, transcends making money:

Companies with a purpose beyond profit tend to make more money.

It is a paradox that the most profitable companies are not the most profit focused.

With your passion and purpose in alignment, you are well suited to aim within that space for a creative business project you can earn a profit on. This is business after all. Really, profit is the result of a healthy business. Profit is what funds your venture and allows you to grow further.

Is the choice between purpose and profit a false one?

Fortunately, studies indicate that the choice between purpose and profits is a false one. Joint research by Harvard Business Review Analytics and EY’s Beacon Institute shows that companies focusing on purpose to drive performance see higher profitability.


Join us for this training on Purpose and Profit. We will share his secrets to wealth and fulfillment for about an hour each day.  And it will not cost you a dime.

What would be the simplest thing you could do, that would bring a desired change in your life? Bob Proctor Paradigm Shift, Bob Proctor Meditation (1) Bob Proctor Paradigm Shift, Bob Proctor Meditation – YouTube

To Change or Shift your Paradigms listen to Napoleon Hill’s Audiobook Outwitting the Devil (1) Napoleon Hill’s Audiobook Outwitting the Devil – YouTube

Need Help: Contact Michael Kissinger –Phone 415-678-9965 Email:

Published by Reitenbach-Kissinger Business Success Institute

Reitenbach-Kissinger Business Success Institute helps entrepreneurs and small business owners and their families live better lives, create success faster, build their businesses and assets they love while creating unlimited incomes or profit. Join us. Risk Free Satisfaction Guarantee

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