Did you start your company selling eco-friendly dishwasher tablets, or solar panels, or your vegan shoe company, or your cat sanctuary, because you wanted to get rich, or because you were bored? No. You started it because you had a dream, and passion. Because you love the planet, and want to make sure it's still there for your children to enjoy. Or because you love animals, and don't like seeing cows tortured and killed for fashion. Or because you love cats.
Now you put a marketing team in place to promote that product, or company, or concept. They need to love your product as much as you do.