The Value-Growth mindset is focused on the person for whom I'm providing value. In order for a business owner to be successful in his purpose of delivering value to a customer, he must care about that customer, and care about him as a customer - meaning, as a person who is the recipient of the value.

What that means, is that although all businesses are in the game to deliver value to people in general, the value that businesses are to deliver is particular to their customer.