Martin Luther King attracted and inspired millions of followers. He is considered one of the world’s greatest leaders. His message was “I have a dream”. It was not “I have a plan”. When attacking a competitive marketplace it seems to me that as businesses we spend too much time planning, defining product features, working on countless spreadsheets, defining USPs, etc… To achieve a real breakthrough understanding what drives behavior to buy our products and services is key. Apple has been largely successful because they have determined that they are not just a computer company selling products with cool features. They are a computer company that has discovered their business fire. What fires your business?