making money is not a goal

making money is a result.

Steve Denning on Agility is not enough:

The whole organization must be focused on delighting the customer as the bottom line of its business. Making money is a result, not the goal of the firm.


making money is a means to an end.

from main page, principle “optimize the whole”:

Great companies are not in business to make money,
they make money to stay in business
and accomplish an important purpose.

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