The owner of an Indianapolis advertising agency did a survey to determine better ways to serve his clients. He polled businesses from small service companies to large department stores. This simple question for the owner or manager of each company was; "Why are you in business?" It was amazing how many answered, "To make money."

Without exception, the most successful firms were headed by people who answered that question, "To be the best in our business." A by-product of being the best is that you will make more money and enjoy it more over a longer period of time than those who are in the business simply "to make money."