" Successful groups are attuned to the same truth as the starlings: Purpose isn’t about tapping into some mystical internal drive but rather about creating simple beacons that focus attention and engagement on the shared goal. Successful cultures do this by relentlessly seeking ways to tell and retell their story. To do this, they build what we’ll call high-purpose environments. "

― Daniel Coyle , The Culture Code: The Secrets of Highly Successful Groups