One of my clients turned me on to Simon Sinek. I went through this mission-birthing process. I was in labor for a year and a half. It was kind of painful. When I thought about how to talk about my company (which you do a lot when you’re in my boat, right, fellow passengers? Anyone?), I was focusing on what I do. My mission didn’t feel right until I started talking about what I believe. Find fellow-believers and they will care about what you do. Lesson learned.
“People don’t buy what you do; people buy why you do it.”