It is time to ask root questions: Is wealth production really the goal of business, as some economists say, or is wealth a by-product, an incentive en route to other ends? When a corporate mission statement contain only one goal-to create shareholder value has an essential ingredient been lost? Entrepreneurs, considered the quintessential wealth producers of our time, certainly do not grow businesses on that kind of empty mission. Many entrepreneurs and business heads today-from Ben Cohen of Ben & Jerry's to Jeffrey Swartz of Timberland - are successfully pursuing goals to which money is merely the means. In both cases, the idea came first, the money later.