It’s hard to argue with your market. If you look at any value-centered or “conscious” business that is successful (there are many, I used to run a blog on cons

It’s hard to argue with your market. If you look at any value-centered or “conscious” business that is successful (there are many, I used to run a blog on conscious business), they are successful because they offer a competitive product or service (e.g. Method home products, which filled a gap in design centric, non-toxic cleaning products, then landed distribution through Target). The values and org structure exist to support the founders’ or owners’ vision and its operations, but it never creates competitive advantage.