It is staggering how many times I have asked CEOs, founders, leaders, and employees at all levels, “what makes YOU valuable, to whom and why?” and either get a stammering nonsensical type answer or a blank stare.

As organizations, and those who work within them, having everyone answer these questions quickly and succinctly is critical to your survival.

This is your purpose. Why you are in business and why people should care about you both inside and outside your organization.

Without understanding this, as I have mentioned time and time again, all you will ever be is another commodity within your industry, easily replaced and easily forgotten.

But who wants that?