When the original passion begins to fade into the mire of everyday business pressures, the business

looses its appeal in the marketplace and begins to loose the branding which originally stoked

growth. The most successful companies in the world are great because they have developed that “one

thing” into part of the company vision, or as some might prefer to call it, a brand, which every

member of the organization knows and deals with daily. It becomes the battle cry of every sales

person in the organization; it is what motivates everything the business does, (think “When it

Absolutely, Positively Has to Get There”.)

The answers to these questions will help you find out the answer to the all-important question; what

is that one thing that drives us? Once this understanding is developed it absolutely must become a

part of everyone’s routine at every level of business. Customer support, shipping, sales,

production, marketing, human resources, and management must all develop a keen awareness of this

“one thing.” It must drive decisions at every level of the enterprise. When properly implemented,

this “one thing” has the power to transform a sluggish operation into a vibrant enterprise with the

excitement and passion to empower sales, customer retention and employee moral.