Sounds easy, but often we let ourselves get distracted by other things which we think is better or more prestigious, by what we should do or by what we think brings in more money. This applies to companies or business cases too. However, I am personally convinced that if you do what you love and where your passion lies in, without listen to other people around you, then everything else follows: prestige if you want, money, success, happiness, self-fullfillment.. As for companies, I believe if the basic customer need is fullfilled and how the customer wants it, then everything else follows too (success, money, brand value, sustainable relationships..) - just look at the iPhone and the time before the iPhone in terms of accessing the internet. Maria Popova from Brain Pickings put together a great list of seven thinkers on these ideas - here a snapshot of the full article:

  1. PAUL GRAHAM ON HOW TO DO WHAT YOU LOVE "Prestige is like a powerful magnet that warps even your beliefs about what you enjoy. It causes you to work not on what you like, but what you’d like to like. If you do anything well enough, you’ll make it prestigious."
  2. AlAIN DE BUTTON ON SUCCESS "One of the interesting things about success is that we think we know what it means. A lot of the time our ideas about what it would mean to live successfully are not our own. We should focus in on our ideas and make sure that we own them, that we’re truly the authors of our own ambitions. Because it’s bad enough not getting what you want, but it’s even worse to have an idea of what it is you want and find out at the end of the journey that it isn’t, in fact, what you wanted all along."
  3. HUGH MACLEAOD ON SETTING BOUNDARIES "28. The best way to get approval is not to need it. This is equally true in art and business. And love. And sex. And just about everything else worth having."
  4. LEWIS HYDE ON WORK VS LABOR "Work is an intended activity that is accomplished through the will. Writing a poem, raising a child, developing a new calculus, resolving a neurosis, invention in all forms — these are labors. There is no technology, no time-saving device that can alter the rhythms of creative labor. When the worth of labor is expressed in terms of exchange value, therefore, creativity is automatically devalued every time there is an advance in the technology of work."
  5. STEVE JOBS ON NOT SETTLING "Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle." [youtube=] 
  6. ROBERT KRULWHICH ON FRIENDS "If you can… fall in love, with the work, with people you work with, with your dreams and their dreams. Whatever it was that got you to this school, don’t let it go. Whatever kept you here, don’t let that go. Believe in your friends. Believe that what you and your friends have to say… that the way you’re saying it — is something new in the world."