Continually Clarify the Reason Your Business Exists
(From Passion and Timing in the book, The Five Insights)

Learn to tell the story of what your business does, not with marketing jargon, but with the language of purpose and service.

• How does your business make the world a better place?
• Who directly benefits from your business?
• Who indirectly benefits from your business?
• What would your community or the world be like without your business?
• What is the highest, best purpose of your business in terms of fulfilling human needs?
• What makes you excited about your business in terms of the services or products it provides?

Employees know the world has complex, hard-to-solve problems. They know the world needs help. Show them how what you do and what they do helps make the world a better place.