Are the people in your organization passionate about your company? We all need a higher purpose to show up day after day. Something better than to make profits for shareholders or even to collect a paycheck. "Yeah, right," I can hear the post-Enron cynics saying.

Enter the power of video, the power to capture the personality behind a business, to capture NOW the living legend - the icon - to tell the story of roots and proud heritage.

The Electric Power Research Institute (EPRI) did just that on the occasion of the 90th birthday of their founder, Chauncey Starr.

Chauncey Starr formed EPRI when the government called for creation of a federally run R&D laboratory for the electric utility industry after the infamous 1965 New York City blackout that shut down much of the Northeast. In his video "I Did It My Way," Chauncey describes how the industry took matters into their own hands, and hired him to build the first industry-wide collaborative R&D program in the country. He relates how he had to staunchly defend EPRI's mission - namely, to conduct science and technology research unencumbered by politics of any kind - even to its own constituents. In telling the 30-year history, he shows that he was not afraid to honestly confront - and deal - with problems like acid rain, and to become an early sponsor of clean sources of electric power, from wind turbines to fuel cells.

The video's effect on the extended EPRI family has been nothing short of phenomenal, says Brent Barker, Manager of Corporate Communications at EPRI. "It's provided us a touchstone of EPRI's founding and true vision - the driving force behind what we do every day. Everyone has a use for this program - salespeople, HR, branch offices, members. And we're looking to air it on local cable TV for community outreach. One of the best things is that 25 years from now when there's no longer any living legend walking around the cafeteria, Chauncey Starr, the man who made it all happen, will still be inspiring the people at EPRI."