Every business begins with the founder’s intention about the outcome he or she wants to achieve. Every aspect of its development stems from that original intent.

As businesses owners, leaders and creators, we can adopt one of two strategies. We can build a business with the intention of getting more customers, or we can want more for our customers.

The outcome we want shapes the kind of business we build.

And the flip side, of course, is that when we want more for our customers, we end up being the kind of company more people want to do business with.

Image by Garry Knight