This Element is an excerpt from Success Built to Last: Creating a Life that Matters (ISBN: 9780132287517) by Jerry Porras, Stewart Emery, and Mark Thompson. Available in print and digital formats. Discover your lifelong obsession: the passion that creates meaning you’ll never want to escape from! Whether it’s British Airways, Coca-Cola, or NASA, whenever the old guard takes its eye off the prize, Richard Branson feels a moral obligation to set the big guy’s platform on fire. You have to admire billionaires like this. What keeps them so passionately involved even after they’ve long since “arrived”?