and points are anything but soft

I was interviewed recently, and the host asked me, "On your website, you say you don't ask if companies have a soul; you ask if they have a point. Can you tell me more about that?"

I won't lie to you, my answer wasn't TED-level genius. I realized as I was packing up my Blue Yeti mic that I consider this distinction so fundamental, I’ve never broken it down.

So I'm going to do that here with you.

According to my friends Merriam and Webster, the definitions of point and soul are as follows:

point
noun

an individual/distinguishing detail
the most important essential in a discussion or matter
an end or object to be achieved : PURPOSE
a narrowly localized place having a precisely indicated position

verb

to give added force, emphasis, or piquancy to
to direct someone's attention to
to cause to be turned in a particular direction

soul
essential meaning

a person's deeply felt moral and emotional nature
the ability of a person to feel kindness and sympathy for others, to appreciate beauty and art, etc.

Point is specific. Point is essential and matters. Point is the center of the organization around which everything aligns. Point is the North Star, which provides everyone with clear, long-term direction. Point concentrates our efforts, which increases the force of our impact.

Replace point with purpose and you get what we're all about here at MatterLogic.

There should be a point to what you're doing at work every day. That's where you merge aspiration and pragmatism, value and moving the needle productively.

To take things up a notch, start asking yourself not just why, but “What’s the point?”

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Purpose-Driven Companies Have a Point

and points are anything but soft