when there is a Just Cause, a reason to come to work that is bigger than any particular win,

This is how movements come to be. It starts with a few people. Their idealized vision of the future attracts believers.

A Just Cause is about the future.

In good times, Victorinox built up reserves of cash, knowing that at some point there would be more difficult times.5 As CEO Carl Elsener says, “When you look at the history of world economics, it was always like this. Always! And in the future, it will always be like this. It will never go only up. It will never go only down. It will go up and

A Just Cause must be: For something—affirmative and optimistic Inclusive—open to all those who would like to contribute Service oriented—for the primary benefit of others Resilient—able to endure political, technological and cultural change Idealistic—big, bold and ultimately unachievable

Great leaders set up their organizations to succeed beyond their own lifetimes, and when they do, the benefits—for us, for business and even for the shareholder—are extraordinary.

When we lead with a finite mindset in an infinite game, it leads to all kinds of problems, the most common of which include the decline of trust, cooperation and innovation.

gave their work and their lives purpose and meaning

a Just Cause is a specific vision of a future state that does not yet exist.