people don’t buy what you do; they buy why you do it.
The importance of values and mission is certainly of chief importance. It gives your company a soul and connects you more intimately with people, giving them a reason to be passionate about your product beyond the simple function your product serves or service you provide.
This is so true @teslalifestyle. Everyone should ask themselves why am I doing this? Why do "we" as a business or organisation do this? This has opened my eyes... Thanks for commenting.