When you’re surrounded by people who share a passionate commitment around a common purpose, anything is possible. ~Howard Schultz

Last week I met a friend at Stan’s Donuts. She commented, “How can there be another donut shop? It’s just donuts.” So true, yet, you’ll find Stan’s Donuts popping up throughout Chicago. That conversation reminded me of Starbucks, after all, it’s just coffee, right? Yet, look at what’s happened? There are 10, yes 10 Starbucks within a short walk from my home. It’s just coffee, right? Or is it?

I love the title of an article in Harvard Business Review (March 14, 2013) by Mark Bonchek: Purpose is good. Shared purpose is better. In the article Bonchek says, “…the goal is aligning values…but in a social age, this kind of purpose isn’t enough. The problem comes down to a simple preposition. Most leaders think of purpose as a purpose for. But what is needed is a purpose with.” He shares these two contrasting examples.

Dunkin Donuts: Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores.

Starbucks: Our mission: to inspire and nurture the human spirit—one person, one cup and one neighborhood at a time.

Dunkin Donuts’ purpose is clearly for customers, and it delivers on this purpose exceedingly well. But there is something different about Starbucks’ purpose. It is a purpose that is achieved with its customers and employees.

I can still recall an experience I had in 2005, more than 10 years ago. I was traveling in Tampa Bay, Florida and I had an afternoon to do some work before a meeting the next day. I didn’t want to work in my hotel room so I found a Starbucks. I got my computer set up and started to work, but hadn’t ordered anything. After a bit of time an employee came over to talk with me. I thought I was going to be asked to either order something or leave. Instead, he apologized for any inconvenience because they were changing some light bulbs near me and then said I could stay as long as I liked and it didn’t matter if I ordered anything because they were there to provide an inspiring space. Needless to say, they got a customer (and a fan) for life because I was personally invited to join with their purpose.

It’s only a preposition, but it’s a powerful one. A common purpose that creates a passionate commitment is something you do with, not for. I believe that holds true for both an organizational purpose and also for your personal purpose. For any leader, when your purpose is doing something with others, as Howard Schultz says, “anything is possible.”