When Nike set out to make a shoe company they didn't start by saying "how can we the biggest or the most profitable" It started with the simple of idea of: this is something that we care about, that we want to create, that other people may care about to. When we look at the origin of brands it's like that with a lot of companies and great ideas.

Remember that great marketing and change tends to start from this place - rather then from the place of wanting just more.