I often talk about starting with the ‘why’. 

But, that never implies that we should ignore the ‘how’.

If your offering turns out to be cheap, you will be perceived as cheap.

If your approach is salesy, you will be perceived the same way. 

If your customer service is terrible, you will be perceived as terrible. 

If your advertising is deceptive, your reputation will be similar.

Nobody recalls Enron and remembers how much energy they generated for the world.