Starting a business and surviving in today's economy is difficult. But the people and companies that do have something in common. They are not just looking for profit. They look for purpose. They work to enchant, inspire and transform lives.

Having a purpose is the first step to making an impact. To mobilize people in such a way that the isolated search for profits cannot do. For purpose does not mean money, power or prestige. Not even a fun environment to work in.

Purpose means building meaning. Share values. To feed the human being with the fuel that truly makes him walk.

A purposeless company manages people. A company with purpose mobilizes them. This is the key ingredient of a strong, sustainable and enduring organizational culture. The intangible element capable of driving an entire organization.

A purpose refers to why a business exists. It is the essential element to build teams, create products and deliver services and the motivator that connects different people with equal interests. It is the basis for perpetuating principles, values ​​and convictions. In short, it is the fundamental belief of everything that is done.

When creating a purpose-based project, employees are not working for themselves. Customers don't buy your products. Investors don't invest in your business.

When there is a clear purpose, employees, customers and investors do something much deeper. They come to believe what you believe. Dream what you dream. Love what you love. People may not fall in love with you. Everything is fine. But they surrender to their cause.

Of course, no business, big or small, survives long term without cash. However, those who focus on this create relationships based on simple financial transactions. That squeeze customers to get every penny out of their pocket. Without making any effort to establish a true value proposition. Increasingly, we need relationships driven by values ​​rather than profit.

We have the example of Google! The company culture is already widespread. But let's look at the purpose: to organize the world's information and make it universally accessible and useful. Everything they do converges towards that goal. From the search engine to Gmail. From Maps to Google Home. From Analytics to Adwords. Hundreds of new products, technologies and services are designed to fulfill this purpose. And as information is power, by democratizing it, Google not only organizes the world's data, but also contributes to reducing the differences on our planet.

In the case of Living, it was my Pride and Patriotism in Portugal that led me to found Living Tours in 2004, with the aim of showing the world (to tourists from all over the world) the best we have, are and know how to do in Portugal and later extended to Spain.

The first name of the company still inscribed on the commercial certificate was Living in Portugal, later Living in Portugal Tours and later Living Tours. It was precisely the desire to show how people live in Portugal that was at the base, the initial logo was created with the colors of the Portuguese flag, the Barcelos rooster symbol of Portugal our mascot and the first car was decorated with the colors of the Portuguese flag along the vehicle breathing Portugal.

All decisions, over the years, have been made based on this purpose, with a well-defined focus and objective, to be the perfect hosts that we know how to receive with excellence, providing the best experiences to everyone with whom we relate, colleagues, employees, partners, guests, competitors and communities…. All!

You must have noticed. A purpose is what makes everything worthwhile. It's something you build. Not what is found. Whether in small, medium and large companies. Defend a greater goal than just selling products and services. Find a superior reason to guide your decisions and inspire those around you. Instead of winning short races, you will win long marathons.