Most successful companies have missions that proclaim a noble purpose of some type. Leaders frame a noble purpose that inspires and leads followers to high performance and helps the organization maintain a competitive advantage. People like to have a sense that their work matters and makes a positive difference in the world. The four basic approaches in framing an organizational purpose tap into the desire to contribute.

Discovery: Google, 3M, Samsung

Excellence: Berkshire Hathaway, AlliedSignal, Apple

Altruism: Dollar General, Dannon Milk Products

Heroism: Microsoft, Southwest Airlines, ExxonMobil

In your opinion, does every organization need a noble purpose in order to be successful over the long term? Explain and include at least one company (in addition to the list above) that seems to reflect each category of noble purpose.