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 poppendieck.com 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.