Chabad is concerned with one thing: revealing Hashem in the world.
This is the thread that runs through the intellectual study of Chassidus (so we should see Hashem in the world) and that Jews should do mitzvos (that Hashem’s will should be actualized in this world.
That is also why (real) Chabad is obsessed with Moshiach:
מלאה הארץ דעה את ה’ כמים לים מכסים