Companies all too often will focus on “our stuff.” I got a call from a company and the company came to me and they said, “We have this company and it’s our own line of oils and skincare…” A whole line of skincare treatments from their own farm. The daughter has all of this experience. They had this incredible pedigree of knowledge, and quality of ingredients and integrity of production line, and it’s all made in small batches. And they came to me and they said, “This is the industry we’re in.” And so what happens is, is by finding out exactly what it was, we were able to convert them from this company that looked like this: To actually now becoming this: A brand always has to be built on aspirations. Build it on aspirations and then you’ve got a foundation. Recognize what you’re making. Recognize what you’re doing, but NEVER lose sight of the actual outcome that you’re bringing into existence.