The Soul of Startups is a totally different way to do business, one with consciousness, one with heart. It doesn't matter what you're building or what customer you are serving, building a company that is a container for people to achieve their full human capacity; to be able to continue to learn and grow and develop as a professional and as a person, to be the place where they can be the fullest, more authentic, and therefore best versions of themselves. When your company is that place, that mechanism for people, it is worthy work.