It’s easy to think about what it would be like to build your business around the quick win. To be the author of the book discovered by a random stranger at the airport, or the designer who gets picked by the awards committee.

It’s much harder to matter on purpose, to be intentional about the people you want to serve and to work out how you’re going to create difference for them.

That’s the reason more businesses don’t take the time to do it, and it’s also the reason for the success of the ones that do. There’s nothing to stop you being one of them.

Image by Sebastiaan ter Burg.