“The noblest human ideals must become the noblest business ideals.”

The goals of management are usually described using words like “efficiency,” “advantage,” “value,” “superiority,” “focus,” and “differentiation.” Important as these objectives are, they lack the power to rouse human hearts. To create organizations that are almost human in their capacity to adapt, innovate, and engage, management pioneers must find ways to infuse even the most mundane business activities with deeper, soul-stirring ideals and to develop an authentically homegrown vocabulary for communicating their ambitions. How you talk reflects how you think (and how your organization works). If you want to inspire people to extraordinary accomplishment, the language of honor, truth, love, justice, and beauty can no longer be relegated to the fringes of management discourse and action.