People don't buy what you do but why you do it

I couldn't agree more with this statement. If we think about it, truly successful companies are driven by something with far greater significance than profit. 

 Google for example is driven by the the belief that information should be freely accessible to everyone, while Apple is all about designing beautiful accessible pieces of technology that happen to be computers. This is how modern companies operate, this is how every entrepreneur should approach an idea, making profit is a natural consequence of a fantastic and powerful idea!