"More willing to help you…"

A third advantage of mission oriented companies is that people outside the company are more willing to help you. You’ll get more support on a hard, important project, than a derivative one. When it comes to starting a startup, it’s easier to found a hard startup than an easy startup. This is one of those counter-intuitive things that takes people a long time to understand. It’s difficult to overstate how important being mission driven is, so I want to state it one last time: derivative companies, companies that copy an existing idea with very few new insights, don’t excite people and they don’t compel the teams to work hard enough to be successful.
Lecture 1: How to Start a Startup, Paul Altman, http://genius.com/Sam-altman-lecture-1-how-to-start-a-startup-annotated