Walt Disney was not your typical CEO. He didn’t attend business school, didn’t have an MBA, and had no use for highfalutin’ management theories. He certainly didn’t know anything about the now-common practice of developing organizational vision and mission statements. If he had known, he would likely have refused to engage in the practice, given his disdain for bureaucracy. Freed of management theory, Walt aimed not for logic but for emotion. For that, he needed something different, something we will, for clarity, call purpose.