You may have come across Simon Sinek´s work related to the “Start with Why” book, where he differentiates between your why, what you do and how you do it. Successful companies start with Why: the purpose. They communicate their purpose in all that they do and through that attract like minded individuals to their products and company purpose. This is the core of any purpose driven company like a social enterprise.
In Simon´s recent book “The Infinite Game” due to be released mid October 2019, he distinguishes between the idea of a finite and an infinite game. Business he sees as an Infinite game but to day we have been playing the game with finite rules.