I think there's two approaches to this and they probably often overlap. You may have a great idea and you want to do it because you believe its a great thing t

I think there's two approaches to this and they probably often overlap. You may have a great idea and you want to do it because you believe its a great thing to accomplish. Or you may think you want to maximize your net income, and do whatever it takes to do that. I think the latter is better if that is what you want to do but only if that is what you want to do.