Capital One has published a guide suggesting that small business owners are solving the wrong problem in their business. The bank argues that a clear purpose beyond generating revenue should guide every operational decision made. The guide suggests that a “purpose-driven business” where daily operations connect directly to a mission that goes beyond profit is not branding or a values poster on the wall. It also suggests that clarity of purpose should make it easier to decline opportunities that align with your core direction over time. The research behind purpose-driven businesses is strong, with companies with a strong sense of purpose outperforming the S&P 500 by a factor of ten over a decade-long tracking period.