The final purpose of our work is not the marketplace, but pesonal development and human growth. Out of this purpose geniuses, great artists and inventors create their extraordinary pieces of work. The world profits from these people's self-fulfillment. BUSINESS REFRAMING increases productivity through self-defined PROCESSES:

1. Purpose
2. Responsibility
3. Performance
4. Productivity

Business is not about making money. For many people money is no longer a means to an end but an end in itself. But the purpose of life is not to make money. The purpose of life is to develop ourselves. Companies are not self-serving. They are here to serve life. Their purpose is to enable us to develop through our work. Money merely reflects how well companies succeed in this task.

Access to one's personal potential is the key to productivity. The most successful companies are those were even employees at the bottom of the hierarchy give their best. This can only happen when there is open-mindedness, ease in doingness and contentment in beingness. And this only succeeds when workers and managers can themselves determine the framework in which they will flourish.

Freely chosen challenges lead to high achievements. For great leaders, scientists, artists and athletes, achievement goes hand in hand with fulfillment. We derive pleasure from accomplishing tasks that we have chosen, overcoming difficulties on the way and using our capacities to the fullest. Evolution has given us an innate drive to overcome challenges, not to graze idly in the field.

Rationalisation via division of labor is only productive in integrated tasks. Only then can work flows be jointly agreed upon and shaped, and only then can workers grow from the experience. People who identify with the task at hand, are clear about the overall outcome and take pride in their individual contribution, can create miracles. If a company kept track of lost profits caused by the division of labor, many companies would no longer exist.