When notorious bank robber Willie Sutton was asked why he robbed banks, he deadpanned: “Because that’s where the money is.” 

Decades later, Maharishi Mahesh Yogi, when asked where money for his ambitious projects would come from, replied with serene confidence: “From wherever it is at that moment.” 

Together, they are a reminder that money is always somewhere—it’s up to you to decide how you see it, get it, and use it.

Window: Money Success Stories

Your attitude toward money can make all the difference in your business. In my book, The Amare Wave, I show how companies like Trader Joe’s, REI, and USAA thrive because they treat money as fuel for a higher purpose. 

• Trader Joe’s focuses on delivering healthy, affordable food with joy and humanity, creating both loyal customers and enviable profits. 
• REI gives back more than 70% of profits to employees, members, and communities—and still grows steadily year after year. 
• USAA has long outperformed competitors because its mission is crystal clear: serve those who serve the nation. 

These companies are proof that making money and finding meaning in business are not at odds. In fact, they multiply each other when love leads the way.

Look in the Mirror: Questions to Reflect Upon

• How do you currently explain where money “comes from” in your life and business?
• Do you treat money as a master, a servant, or a partner?
• How does your relationship with money reflect your relationship with love and purpose?

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Doorway to Action: 5 Amare Steps to Get Good with Money

1. Run the “money fuel test.” Before a major decision, ask: Does this use of money fuel our higher purpose—or just inflate our numbers? If it’s only the latter, rethink it.

2. Name your money motto. Write down one clear sentence about how you want to relate to money, such as “Profits fuel purpose.” Post it where you’ll see it every day.

3. Audit alignment. Once a quarter, compare your company’s stated values with how you actually make and spend money. If there’s a gap, determine how to close it.

4. Celebrate enough. With your team, name one financial milestone that already feels like “enough.” Celebrate it before rushing on to the next goal.

5. Practice generosity on purpose. Set aside a percentage—whether of profits, time, or resources—to invest back into your people, customers, or community. Not someday—this quarter.

Your Money Legacy

Money is neutral—it only carries the meaning you give it. For some, it becomes a ruthless scoreboard. For Amare leaders, money is energy that makes more love possible in the world. 

That’s why some of the most admired and consistently profitable companies—Trader Joe’s, USAA, REI, Costco, Patagonia, Starbucks, Ben & Jerry’s, Virgin Airlines—aren’t just great businesses. They’re also great teachers of how to align money with meaning by serving people, purpose, and values first.

Your leadership legacy will not be measured by your quarterly earnings alone, but by how you harness money as a force for good. Imagine your organization as a place where profits don’t just enrich, they uplift. Where revenue doesn’t just flow, it nourishes. Where “having it all” means having all that serves your greatest good.This week, I invite you to look at your relationship with money through the lens of love. Anchor your profits to your higher purpose. And act with the confidence that, yes, the money will come—from wherever it is at that moment. The challenge—and opportunity—is deciding what you’ll do with it once it shows up.

To your wealth,

Moshe

Today’s Amare Wave Wednesday Quote

“The brands that will thrive in the coming years are the ones that have a purpose beyond profit.” 

— Richard Branson

   

Click here and read more Amare Wave Wednesday newsletters on related topics:

Money, Money, Money: 7 Amare Ways to Increase Your Wealth

The Cost of Winning at All Costs: Business as War vs. Business as Love

Healthy Capitalism in Tough Times—How to Lead with Purpose, People, and Profit

6 Powerful Steps to Lead with Ambition and Not Let Greed Take Charge

The Incredible $3 Billion Love-Powered Leadership Decision: How We Can All Be So Inspired

   

Original article published on Inc.com.