The reality is that the inspiration that drives companies like Apple is neither accident nor happenstance. It is achieved by design and hard work because it is considered a business asset that is absolutely essential to its quest for innovation, competitive advantage, the ability to attract the best talent and ultimately its profitability. So for companies like Apple, being inspiring has a substantial cash value. In other words, it is a need to have, not a nice to have. Apple's investment in inspiring its stakeholders is dwarfed by the financial return it receives. This is why every company needs to be inspiring.