As business owners, we have a great deal of passion surrounding what we do. But often, it’s difficult for that same passionate owner to tell their story to customers or employees. We are too close to our own businesses that we can’t see it from an outsider’s perspective. We can’t read the label on the jar we’re in. Instead, we reduce our message to what we do. “I sell insurance.” “I’m a consultant.” Rather than telling people why we do what we do. If I tell you I’m a “brandin