Customers can tell when business owners don't have their heart in what they're doing, and it's a real turn-off.
As Simon Sinek rightfully pointed out in his popular TEDx talk, what consumers want to see is a company that really believes in the reasons behind its product or service, or the "why" of what you're doing. As he shares throughout his TEDx talk: People don't buy what you do...they buy why you do it. In other words, if your chief motivation is to churn out products or services and make money, people will see right through it, and they won't like it. Making money is not a goal; it's a side effect of having goals that inspire consumers into action.