We are not in it for the money - so what is your (company's) purpose?

A friend of mine just send me a link of a great speach from Simon Sinek about "start with why", according to Simon, the recipe for success. As he explains, it is not what you do or how you do it, the most important question to answer is "why you do what you do".
Interestingly, as he indicates, companies often claim that their purpose is to make profit but in fact this is not the case - profit should simply be an enabler and companies should have higher a purpose, a reason for exisiting. That is the recipe for success.
In his speach, Simon has some great statements: "people don't buy what you do, they buy why you do it". He explains that people's decision making comes from our beliefs and purpose and that the things we do merely serve as the proof of what we believe. This is especially so for the innovators and early adopters. "The goal is not to just sell to people who need what you have, the goal is to sell to people who believe what you believe". The "why" question could just be the magic trick many companies need to be successful. Here the link to Simons website: www.startwithwhy.com
My lesson for today - we are not in it for the money. What is your belief, your purpose, your passion?