Oh...you thought there were four? Maybe, but there are just two that can unlock growth and investment...Purpose and Position. Your company didn’t start by accident - there is a reason why you do what you do. You solve a problem others cannot. You hold a core value that others ignore. But do your potential customers and investors know it? Your next customer encountered thousands of advertisements last month. Your next investor considered hundreds of pitches last year. Are you offering them a succinct summary of why you matter? If you can’t articulate why you are worth buying from...fast...investors and customers move on. So why are "Purpose" and "Position" so important? 1) Shows customers why they should pick you over a competitor. 2) Helps you raise capital because by explaining how you can win in the marketplace. 3) Connects with your customers in a meaningful way that will drive loyalty and word of mouth.