1: We get mixed up.

Means, ends, and by-products are not the same thing.

“A profound distinction is concealed among those prosaic terms,” Panera Bread Company founder Ron Shaich writes in his powerful book Know What Matters: Lessons from a Lifetime of Transformations, “one that unlocks the code to designing a business and a life of enduring value.”

Exhibit one: Ron’s friend who has type 1 diabetes.

“He wants … continue reading