Achieving success is actually not the end of the road. It can merely be another step along the way.

If you ask mission-driven entrepreneurs about their goals, they might say something along the lines of achieving profitability, or creating a new product line with incredible eco-friendly properties, or outcompeting one of the big boys who is still making a conventional product, or landing on the grocery shelves at a major retailer. 

Not so fast, says Richard St. John, in this candid and humorous TED video. 



This is why it is tantamount to do what you love. The goal itself is often not enough, and certainly doesn’t provide an “end of the road” for most entrepreneurs. It’s what business planners call an Exit Strategy.

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About The Author

Scott Cooney

Scott Cooney (twitter: scottcooney) is an adjunct professor of Sustainability in the MBA program at the University of Hawai'i, green business startup coach, author of Build a Green Small Business: Profitable Ways to Become an Ecopreneur (McGraw-Hill), and developer of the sustainability board game GBO Hawai'i. Scott has started, grown and sold two mission-driven businesses, failed miserably at a third, and is currently in his fourth. Scott's current company has three divisions: a sustainability blog network that includes the world's biggest clean energy website and reached over 5 million readers in December 2013 alone; Pono Home, a turnkey and franchiseable green home consulting service that won entrance into the clean tech incubator known as Energy Excelerator; and Cost of Solar, a solar lead generation service to connect interested homeowners and solar contractors. In his spare time, Scott surfs, plays ultimate frisbee and enjoys a good, long bike ride. Find Scott on

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