Instead, a worthwhile mission transcends individual differences in the service of a higher collective goal.

FORBES: The Essence of Leadership

Their collective goal is to woo retailers into carrying their products.

FORBES: The Eroding Exclusivity Of The Tourbillon Watch

As cogs in a larger, purposeful machine, people become alienated from the traditional morals that guide human relationships as they pursue the goal of the collective organisation.

ECONOMIST: Face value

Rules about who fights whom and what weapons you can use (if any) vary from place to place, but the general gist remains the same, as does the expected goal of social catharsis and the collective venting of pent-up steam.

CNN: Takanakuy: The fighting festival of Peru

The declaration commits the 11 signatory nations to a goal of carbon neutrality, even though their collective carbon emissions are a tiny fraction of the global total.

BBC: Poor nations vow low-carbon path

Robinho almost grabbed the goal Milan craved as the tie entered stoppage time, but to the collective relief of Spurs and their supporters he was high with his fizzing drive - and moments later the party started.

BBC: Tottenham 0-0 AC Milan (agg 1-0)

The goal was to help them understand their patterns of behavior, both individual and collective, and then change them.

FORBES