Does your business have a noble mission? Mine does, too. But making a profit is what enables a business to accomplish its mission. Profit needs to be the first priority or you will not have a chance to pursue any others.
It is easy to fall into the trap of labeling things “strategic” as an excuse for unprofitable work. I know, I have done it.
Chapter 10 of Fire Someone Today is now online, and summarized in these slides: