By Denise Morrison

As a CEO, I’m passionate about having a personal mission. I believe leadership is service to others and that companies can be forces for good while making a profit. It has served as a compass for my career and keeps me focused on the important things.

In an era when consumers are increasingly focused on social responsibility, it’s important for companies to differentiate their purpose with ideals that resonate with consumers and their evolving values and needs. Here’s my advice for growing a startup in a changing world:

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