In organizations, once you articulate how success will be measured, everybody tries to game the system so that they are measured in the best possible way.

I believe that we can, in a deliberate way, articulate the kind of people we want to become. We can articulate the culture that we would want to exist in our family, and you can then, as the rest of life happens to you, you can utilize those things to help you become the kind of person you want to be.

What the purpose of my life is about is I want to become the kind of person that God wants me to become, and through my study of the scriptures, I can articulate the kind of person that God would be happy if I become.

If you understand cause and effect, it brings about a set of insights that leads you to a very different place. The knowledge will persuade you that the market isn't organized by customer category or by product category. If you understand the job that consumers need to complete, you can articulate all of the experiences in that job.