The main goal is relatively simple, as truth is simple. Fools are fools only because they cannot accept the truth as it is. Therefore, to perceive something closer to the truth, such people need to add some form of complexity. Only then will they look at the complexity, wrinkle their brows, and discuss it. For example, when somebody says that his personal goal is, “to increase people’s abilities,” others might ask, “What for? What is the sense?” The silliness of these questions is that the goal, on its own, is the basis for the sense. There is no clearer sense than this for the basis of the goal. What is the sense in climbing mountains, or what is the sense of competing in a contest, other than reaching the summit or triumphing in competition? Do not look for any clearer sense to a main goal than the intention to achieve that goal.
This is what the Grundfos Corporation says about their main goal: “It is our mission—the basis of our existence—to successfully develop, produce and sell high-quality pumps and pumping systems world-wide, contributing to a better quality of life and a healthy environment.” Do you see? The company aspires to achieve its main goal of “contributing to a better quality of life and a healthy environment” while producing pumps. Certainly if the water-supply and sewage-removal systems in your house work well, then the quality of your life is better. Why, exactly, is Grundfos’s goal worded as it is? Simply because this idea came to the company founder’s mind and he had the authority to make it so. There is no other reason. Why does Apple declare that its goal is “to make a contribution to the world by making tools for the mind that advance humankind.”? Because Steve Jobs decided so. Why does McDonald’s say its goal is “to make every customer in every restaurant smile”? Because Ray Kroc decided so. These main goals are not necessarily unique. Without working hard to achieve them, they would never be a key to a successful company. These goals create long-term meaning for such companies and provide clarity about what is good and what is bad, what is right and what is wrong.
A company's main goal does not need to be absolutely unique. Its purpose is usually more distinctive. Just like Grundfos strives to improve the quality of peoples’ lives, thousands of other companies and organizations seek to achieve a similar goal. This, on its own, does not weaken a company’s employees’ aspirations to reach that goal. While Visotsky Consulting helps to turn businesses around by implementing management tools targeted to improve a company's management culture and enhance its effectiveness, thousands of other consulting and business-training companies seek to achieve this same goal. However, a company’s purpose is always individual.