How surprising is this? Actually, not that much - Chouillard had already hinted a couple of times of his desire to do something along this way.
But it reminds us that heartfelt purpose doesn't start with "consumers". It is not drawn in a meeting room, comparing alternatives and reading "consumer quotes". Purpose is a founder's heart. It translates its dreams and aspirations when starting and running a company. And then, people might connect to it - and when it happens, you have more than a company, you have a common heart.
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