Last year, Double Good made a decision that defied the most fundamental principles of business: We decided to give 50 percent of every dollar to charity. While this decision seemed to defy logic, to me it was the only logical next step in defining our Evergreen company’s Purpose.

Walking out of my brother’s popcorn shop in 1998, I wasn’t thinking about purpose. One never imagines they’ll find their calling at the bottom of a bag of popcorn. For me, popcorn meant joy and I wanted to share this joy with others. I asked about working with Popcorn Palace, the company he licensed from, and discovered they were facing bankruptcy. I was able to acquire their name and a list of their customers for $2,600.