for god's sake, where's the love?
What about the intangibles? What's the soul of your business? What are undeniable values that you believe in? What's the spirit that's nonverbally communicated by everything you do? Do you stand for something?
Many business people have been avoiding "touchy feely" like the plague for the longest time, but it's turning out this is becoming the greatest competitive advantage.
Now, more than ever, people don't buy what you do...they buy why you do it.