Ask them this:
Why does this company exist?
Note two things:
- How many different answers you get
- How many times you hear…to make money
A company that exists primarily to make money cannot hope to build loyalty among customers, employees or even vendors. Of course, you should be profitable — but that shouldn’t be why you exist.
You make money so you can keep fulfilling the reason you exist. Unless of course….everyone in your company thinks it’s something different.
Then, sadly…the only mission/vision you all agree on is…that you should make money. Can you say "uh oh."