A few months ago, I caught up with a CEO from a midsize firm for lunch. He was keen to tell me that people only care about money. His business that he had successfully co-founded, was built purely to enable himself, his co-founders and employees to support their families financially. He made out that was quite noble. Yet, there was no focus on how his organisation created value for their clients. The value was all inward. When I asked him what his company stood for, his brand proposition, he told me it was to enable his employees to feed their families.