Attach Yourself To A Cause. The Sundance Catalog is dedicated to helping American artisans. The catalog markets their lovely creations which generates cash to support their unique work.

Topic for Discussion: Is focusing on the cause misplaced concreteness?

Answer: It could be but not in the case of Sundance and others we have studied here. If you have a cause you believe in and use profits from the business to fund it, the cause is a motivator stronger than any other force could be. The cause is bigger than money, or fame or power.

In 1969, Robert Redford purchased land at the base of 12,000-foot Mount Timpanogos in Utah's Wasatch Mountains. The reason Mr. Redford bought the 6,000 acres was to preserve it and at the same time create a community that would foster artists. That is putting your money where your mouth is.

Debra St. Claire, founder of EcoNatural, maker of vegetarian breath mints, is working to support the Ethno-Medicine Preservation Project. This group is buying land to preserve the medicinal plant knowledge of indigenous cultures.

Supporting a cause is good for at least two reasons.

First, customers like to buy products when they know some profits are going to a good cause.

Most all small business owners work in their communities and make donations to local causes. But several of the ones we have studied here have had "the cause" as part of a corporate strategy and are committed to a particular issue.

Two Hands in Providence works with a school for children with disabilities.

Katz Deli gives 10% of its sales from one particular table to Aids Research.

Jim Morris T-Shirt exists to help groups raise money to "save the earth."

Second, employees are energized by helping others. Coming to work every day is not just about making money at Sundance or EcoNatural. It is about working hard for the benefit of something bigger than yourself.

People who suffer from feelings of uselessness are often urged to go out and do something for someone else. Stop studying your bellybutton and, by all means, stop your whining.

The same is true for companies. If you focus all of your attention on yourself and how much money you and each employee is going to make, cynicism sets in.

You think about it: Is there a cause that you could be involve in that would be meaningful and energizing to you and your team?