[lurkervizzle]

Think this is a great reinforcement of also requiring a guiding mission to what you do - otherwise it won't feel authentic.

So if your niche is for example custom IT security services for religious, well off business folks, if you don't align and empathize with that niche (e.g., you're an atheist), even if it's a monetary opportunity, you're going to feel dissonance.

At a broader level, this is why I think aligning with your company's mission helps when people can do that vs. taking a more agnostic approach to where you work.