I realized this in listening to an interview with Roy Spence about his new book - It’s not what you sell it’s what you stand for. He talked about the clear purposes of Southwest Airlines (Democratizing travel with low prices so everyone has a chance to fly) and Wal-mart (Low prices that help people live better lives). And I started to ask myself – How many non-profits and faith-based organizations groups can describe themselves so clearly? Yes, your organization may exist to save the planet or save souls, but what do you DO that clearly makes this happen? Not an easy question — but one worth exploring.