It’s not about your product, it’s about the story of how it benefits its buyer.

It’s not about your performance, it’s about the story behind doing something better, and as a result, someone else is better off.

It’s not about your profits, it’s about the story of how helping your customers, by default, provided a financial return.

Though your business can’t continue to exist without making money – other people don’t care about that as such.

What we care about is what drives you, whether as an owner or employee in a company to turn up and do your job – for the betterment of other people and the planet.

What drives you needs to be nailed as succinctly as possible.

What drives you needs to be expressed as a what and a why.

What drives you needs to be a Million Dollar Message to which someone else easily and readily nods their head in agreement.