When planning partners drift from shared values while building their practice

My business partner and I started our urban planning firm five years ago with shared ideals about community-centered design, but we keep taking projects that compromise those values because we need the revenue, and we've stopped talking about what we actually want this practice to become. We're both exhausted by the gap between what we tell clients and what we believe, but neither of us wants to be the one to say we might need to completely restructure how we operate.