Simon Sinek talks at TEDx about his theory of the "Golden Circle" which codifies the simple rule that if you believe and communicate why you do what you do - people will follow your vision because they believe it too and not because they work for you. The product or service that you offer is just a vehicle that transports your vision for change or enhancement of your current situation which ultimately leads to success.
The goal is to work with people that believe what you believe, because ultimately that's whats going to be what attracts great candidates to work for you as opposed to somewhere else. Don't have your prospective candidates work you because you pay them the most, otherwise they will find someone who can pay them more; don't have your prospective candidates work for you because you have the coolest technology, otherwise someone will have something cooler; but have your prospective candidates work for you because they believe in what you're doing and you give them your vision.
Sure you need to hire the most qualified people you can find - with skills that are so sharp they can slice through any deadline or competitor's product. Just pay attention on how you hire this person who can hit the ground running - because you're setting a prescendant on how you will manage the rest of your team. Is it worth it to hire the rock that demands to be treated as such?
If you're comparing a candidate who is under qualified from a hard skills but sees your vision with one that has the hard skills but is working for your money - you essentially just hired a contractor. Hire the candidate that has a role they can grow into with a person they believe in. This is the recipe for building a successful team.
Simon repeats his goal in this video: "People don't buy what you do they buy why you do it." That message rings true with the people that work for you:
"Your team doesn't work for you because of what you do, they work for you because of why you do it."