Like the Tour de France finishes in Paris last week was Lance Armstrong’s gritty performance by doping allegations during his remarkable career as the champion seven years in the shadows. The visit itself was a character test, a walk 3100 miles through the Alps and the Pyrenees, under the wind, rain, accidents and the spectacular rise of 3000 meters or more. Assertions side (the man has never tested positive for the use of a substance), athletic performance among the most important of our lives, the rival of Michael Jordan and Tiger Woods. It is easy to forget that at this point, Lance Armstrong not riding to win bike races, he went to win the race against cancer.

Livestrong, the Lance Armstrong Foundation by the brand intended to pay for cancer, and supported by Nike, Amgen and others, raises $ 40 million per year and growing fast. Livestrong is the ultimate social enterprise, a business / non-profit created to achieve a higher goal. Her powerful imagery connects with us in one way only a small number of brands. Whether your business is profit or nonprofit, there are lessons to be learned from Livestrong.

Some work, I CEO with a game at the mission and values that spongy and soft. We must not forget that people on something bigger than themselves, must be connected. Implementation in the fight for a cure against cancer and other diseases not only a goal is a very expensive commitment to excellence, because failure is not an option.

We have a responsibility to serve as contractor for the greatest benefit. But beyond our social conscience, we must also responsible for vision in the form of concrete results that people can touch and feel. That is, if one considers the other to wait to give his full commitment unbridled, then we must give a goal that resonates with them. The more clearly we have our own ideology, values and desire to succeed, the better chance we have of delivering products and services that support our mission.

Tags: Higher Calling