A bigger market share (or just market size if it's something new-fangled) at the expense of current profit, because that can turn into future profits. See most modern tech companies, which make a loss but still have value. For example, Uber just made a profit for the first time, and since they're everywhere that's a great position for a shareholder. People bought in in the past in hopes that this would eventually happen.

OP is a little off, BTW. US law - and it's probably the same elsewhere - says that the C-suite has to work in the interests of shareholders, who they represent as fiduciaries. It's just that there's only a few things a million APPL shareholders have in common, so in practice that interest is value and dividends. In a privately-owned company other things might factor in, for better or for worse.

IANAL