The goal of any business must be to make money - that is the baseline, because money powers everything from employees to products. The social and environmental altruism at the forefront of some modern business cultures is always secondary to revenue and growth, no matter what they say on their blog. Money in and of itself is not the end goal for most sane people, it is the means to an end. But cash is king and the lifeblood of business. Don’t forget about that in the heady days of writing your business plan to save the world.