Money keeps you honest.
You might be doing it for social impact, to be the best at your craft, or for love for your customer, but never lose sight of money.
By itself, money's an empty goal that often leaves founders regreting the trade-offs they made.
But with other goals, money makes a trusty guide. Making money means you make sure you're doing something that is of value to your customers, since they're willing to pay. And it makes sure you're capable of sustaining and growing, so you can be valuable to more people.