They can align their business with their values and with what matters to their customers by reconsidering how they produce and sell products and redefining what productivity means for employees (valuing their rest and happiness and discouraging overworking). A well-integrated, shared purpose lets a company of one set its true direction, leading to

I’ve seen small things get big. I like treating things as if they’re small. Even though Amazon is a large company, I want it to have the heart and spirit of a small one.

Consumers today want more. They love Amazon’s laser-like focus on price, access, and convenience. But consumers yearn for the intimacy and craftsmanship they once knew from the Main Street merchant.