[svara]

Of course the business needs to work as a business too. I'm not saying that's not real, I'm saying it's reductionist to say it's only that.

Put another way, you need to have an answer to the question: Why should I work towards optimizing the success of this business rather than another one's.

If there isn't a great answer to this, you'll have employees with no shared sense of direction and no motivation.