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Determining how your employees view your business is essential.  It is necessary if you are in a highly-competitive market for talent.  Do they see the company serving a particular mission?  Or, do they know the business as a collective group of mercenaries for hire.  Consider these questions carefully.  If you operate a broader mission such as clean food or smarter babies, you develop a different bond with your team.  If you only seek profitability or business success, you are a mercenary.