When the economy looks down, entrepreneurs look up. Check out our series on innovating during a crisis.

Aim for Usefulness Optimization

Elon Musk, SpaceX
With Steve Jurvetson, Draper Fisher Jurvetson

Elon Musk, CEO of SpaceX and Tesla Motors, discusses the benefits of a “purpose-driven company” with venture capitalist Steve Jurvetson, adding that a business’s mission need not be world-changing, but just useful to many, even if only in some small way. “Even if something isn’t changing the world,” Musk says, “if it’s making people’s lives better, I think that’s great.”