We help/assist/support the process of creating and capturing value. And, striving to "move the Business closer and closer to the ideal/perfect Business" is most consistent with all current stakeholders. An important element of accomplishing this simple goal is successfully managing intangibles (because they affect/cause tangible performance).
Successfully managing these intangible and tangible elements will "move the Business closer and closer to the ideal/perfect Business".
Giving and helping are a primary source of fun/satisfaction for Employees, i.e. Employee Profit. And, giving to & helping Customers (sales) creates Customer Profit. The result: Economic Profit, the essence of creating/improving value.
Make tasks/duties/jobs more understandable. Make tasks/duties/jobs easier. Increase confidence, "I can do this!". Reduce stress, "This is fun!".
Improving employee productivity, loyalty & satisfaction ultimately improves retention & capability, which improves product/service quality, which increases Customer Profit, which increases ROIC, which creates/improves value.
Clients/Customers/Nations "have no long-term/permanent friends nor enemies, only long-term/permanent interests".
Listening to the unbiased Voice of the Client/Customer to carefully determine their needs/wants will ultimately improve Customer Profit (value to the Client/Customer minus cost(s) to the Client/Customer), which increases Return On Invested Capital, which creates/improves value.
BTW Active Listening is known by many names. For example, here are a few: customer needs analysis (CNA), sales funnel analysis, customer experience (CX), customer feedback management (CFM), net promoter score (NPS), voice of the Customer (VOC) and digital marketing.
Another way to understand/relate to this simple goal (move the Business closer and closer to ideal/perfect Business) is to recall that you achieve the highest return by investing 100% in the highest return asset. So, the current owners are trying to create a Business with the highest return and concentrate their investment in it. Successfully managing intangibles (that affect/cause tangible performance) is an important element of achieving this simple goal.
If your goal is: "Move your Business closer and closer to the ideal/perfect Business." We can help.