Everyone has that stuffed animal they toted around everywhere with them when they were a kid.

The one you'd freak out about if left at school.

The one probably missing an ear.

The one you'd secretly sneak into your suitcase way past when it was age appropriate.

Mine was a panda named Panda.

And I loved her. I loved her matching white shirt and tunic that I

sewed myself, thank you very much. She kept me company when I was bored, scared, or just in need of

a companion. She mattered to me, and in that way, she provided me with a sense of responsibility. I was there to

take care of her, and I took that job serious. I'm Adupacanola. This is Ted Business, a podcast

from TED. We talk a lot about smart business strategies on this show, but one of the most important keys to success is understanding the heart of your work, the emotions and feelings and relationships that you're building with people.

It's like my panda and how she was so much more than just a toy to me.

Our speaker today, Sharon Price-John, knows a thing

or two about heart and about stuffed animals too. She's the CEO of Buildabair, and when she

took charge, the company was in serious trouble. But the thing that saved her company wasn't just

business savvy. It was a guiding question that got to the heart of the company's purpose.

Then after the talk, I'll share a tradition we have at our business school that helps get people in touch with what really matters.

But first, a quick break.

And now, Sharon-John takes the TED stage.

Do you know your organization's true purpose?

Many people say it's shareholder value, the products you make or the services you provide,

but it's much,

much more than that. It's like what really makes your company's heartbeat. Well, in today's

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