A Just Cause is a specific, inclusive, and service-oriented vision of the future that inspires people to dedicate their energies toward its realization. It acts as a north star for organizations, providing meaning beyond profits. Sinek illustrates this with the story of the Leningrad seed bank scientists who protected valuable seeds during wartime, sacrificing their lives for a cause greater than themselves. By defining a Just Cause, like advancing sustainable practices or empowering consumers, organizations galvanize employees and stakeholders around a shared purpose that drives sustained commitment and progress. | Simon Sinek | The Infinite Game

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Define and Pursue a Just Cause

A Just Cause is a specific, inclusive, and service-oriented vision of the future that inspires people to dedicate their energies toward its realization. It acts as a north star for organizations, providing meaning beyond profits. Sinek illustrates this with the story of the Leningrad seed bank scientists who protected valuable seeds during wartime, sacrificing their lives for a cause greater than themselves. By defining a Just Cause, like advancing sustainable practices or empowering consumers, organizations galvanize employees and stakeholders around a shared purpose that drives sustained commitment and progress.

-- Simon Sinek