Derek Sivers answers "Are business decisions for love or for money?" and summarises everything I want to do in business:
For me? Love. The purpose of money is to trade for things that make you happy. So if you can bypass money and get directly to the happy, you've saved a lot of trouble. And it makes others happier, too, when you organize your business around non-monetary things.
If this jibes with you, then his book Anything You Want is well worth a read.