One of the great things about being in business for yourself is creating the opportunity to do business your way. Common Craft is a creative explanation business that has decided that their business philosophy is Erring on the side of Happiness.
This is a counterpoint to the view that you don’t really have a business at all if you aren’t building and growing it to operate (or sell) independent of your involvement. Both views have their merits but the important thing is to make the choices that are right for you.
A documented company purpose, beyond making money, can help provide guidance when making these decisions.