Talented people no longer choose a company for its primary conditions: they are looking for development possibilities and ‘the higher purpose’. How can we, as professionals, make sure that those talents stay within the hospitality industry and make sure they feel successful? Success can also mean ‘significance to others’, ‘doing what you want to do’ and ‘utilising your talent for a greater cause’. But what happens when the ‘greater cause’ obstructs us from doing what we want to do? Do we collapse and give up, or do we strike back?