Having deep Purpose is the true north of Evergreen CEOs. For them, business is beyond just making money for the founders and owners. Though wealth generation may be a long-term byproduct of one’s success, it’s not the reason for being in Evergreen companies. In this candid video, Tugboat Institute members share their guiding Purpose.

Featuring: Rick Sutton, John Keatley, Jim Creel, Bryan Pape, Jim Milgard