Having a mission

Best companies out there are built around a community that believes in a mission. (As Seth Godin says, tribes.)
Even though, giving your audience something to fight for is a good marketing strategy, the mission itself should explain the exitence of your business.
A mission is something that you are willing to bleed for. Because you believe in it.
And, making money is not a real mission. Sure, you can try to fake it, but the market will kick you out. Consumers are not stupid.
Having a mission is your best strategy in all senses. But you do need to believe in it. If not, nobody else will.