They have a business of their own, doing what they like, and may well have identified already the perfect size to maintain their happiness. Every business has a sweet spots of size (cost) versus return. Reaching for the next rung on the ladder decreases profit, and only pays off if there is a next rung, which at some point there isn't. If there aren't enough customers to support more overhead, then it is smart to tailor the business to maximize profits at its current size.
My brother has a side business as a gunsmith. He's quite good, but there isn't the business out there to replace his salary as a machinist. He had too much business, because he wasn't charging enough. It took me a while to convince him to raise his prices and to turn away business that he didn't want to do.
Business statements are good, as long as they are business focused. For example, if SEARS would have had a business statement to dominate the mail order business (and abided by it), they would have become what Amazon is now. However, their CEO got sucked into making increasing amounts from lending credit to buyers, without worrying about continued sales. Now SEARS is just another department store, mainly stuck in high cost malls.
But your point is well taken. Most business statements are HR hokum.
Warton Business school graduates with no actually experience at the salesperson level are what killed Sears.