What's it For?
What problem does it solve?
Who's It For?
How does it help make things better for them?
Every decision which affects other people (and almost every decision does) and where there's more at stake than satisfying a personal desire should flow through these questions. If our goal is to make things better for someone else, to serve someone, we can't avoid them. And, if we're honest, we might find our work is more for us than anyone else. Choose wisely.