What few key business-cultural aspects of your firm are important enough to you to make them a focus beyond profitability? How do these shape your business' mission and goals? What characteristics would you like your business to be known for as your legacy beyond basic business and professional ethics and other behaviors that society believes are important enough to be the basis for various laws? How important are cross-functional, collaborative, and team efforts? Do you feel strongly enough about these causes or beliefs that you would be willing to be less profitable in order to remain true to them? If so, how would you explain your rationale to a potential investor who is concerned about the long-term prospects of their investment? As a result, what marketing and selling philosophies are most compatible with your vision and why?