Your business isn't what you sell. Your business is that thing that gets you excited to go to work every day. That thing that your company does to make people's lives better. That thing that you are proud to be doing for the world. That thing is your company's ideals, and they define the business that you're in.
So what business are we in?
WE'RE IN THE BUSINESS OF MAKING BRANDS AS GOOD AS THEIR IDEALS.