At the latest TechTO, Integrate.ai founder spoke on the ways founders could put some ‘soul’ into their businesses. Just as no one can declare themselves “cool,” Irvine said that no one can declare that their business has soul. The former Facebook executive said he spends the majority of his time now defining what his business is going to be about. To him, the concept around “business soul” is what you do when no one is looking, together with what you do when everyone is looking.

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