Every leader is a, whether you call yourself a CEO or the president or just the founder, whatever you are. You're the CRO, the chief reminding officer, which means your job is to constantly remind people again and again of why the place exists. And there's no such thing as over communicating that nobody has ever left a company because oh, if the CEO tells me one more time that we exist to help people who are suffering in their life... "It will keep them focused on the right things," he says.