MANY of us would argue that money is one of the greatest — if not the greatest — motivation to put in a hard day’s work. When Jonathan So, chief executive officer of JC Premiere Business International Inc., first devised a way to earn an income during his college years, he couldn’t have agreed more.

That mindset, however, changed over the years, inspired by the direct-selling enterprise he set up, which created a different kind of fulfillment.