It can be the respect and recognition of your colleagues. Money can't be a driving force, because you can't go to work every morning thinking how much money am I making this hour of the day. You think about what good is going to come out of my work, and if you're rewarded for that, great. My father's goal was always the comfort and welfare of the family. For me it's the same.
Money is important for that reason.
He started out in England, where entrepreneurship is not looked up to as it is here, so he really broke the mold. He has success in many different businesses. He's a master of marketing and publicity and the right niche. My heroes are the people who are so right when everyone else is so wrong. They stand their ground and are finally vindicated.