What perception, perhaps even one word, do you want your customers to hold when they think of your business?

A business does best when everyone involved (highest leadership all the way to hourly employees) understand that the company exists to fill a higher purpose than just selling widgets or increasing shareholder value. As John Jantsch puts it, answering this question can lead you to a “documented sense of higher purpose for your business.” Maybe you want customers to think “peace of mind.” Or “more time with family.” Or “community.”

Source: The Referral Engine: Teaching Your Business to Market Itself by John Jantsch

Have you asked this question? How did it go? Do you have advice for how best to ask it? PLEASE RATE! AND WRITE A REVIEW (in the comment box below)!