"My passion has been to build an enduring company where people were motivated to make great products. The products, not the profits, were the motivation. Sculley flipped these priorities to where the goal was to make money. It's a subtle difference, but it ends up meaning everything." Steve Jobs
The original article is here, but the substance, I think, is in his sentence above.
Focusing on what you do, not on what you make with it. This should be made compulsory to learn in management schools.