What is the intersection between what your customers want and/or need? What are the things you really, deeply care about in your business? What are you world class at, and how does that serve your customers? Maybe you believe you have the very best product in your niche and can defend that position. Maybe you go above and beyond for your customers in very tangible ways. Maybe innovation has allowed you to change your industry and is a critical part of how you function. Whatever it might be, brainstorm and explore the things that are most important to you and your business.
