Often when I ask people what is their "why," they will tell me what they do. Or worse, they look scared and confused and have no idea how to answer my question. Once they hear why their "why" is so important in defining their brand that's where they start heading for the weeds with a deer-in-the-headlights look of panic. But it's not that difficult. Here's an example: I am a real estate agent because I believe in really great customer service? Is that a why? Mmmmm kind of.

On April 12, Tony will speak to more than a hundred real estate professionals about real estate marketing. Do you want to know the secret to real estate marketing? It's starts with your why. That can be overwhelming for some and very easy for others. Thank you to Mike Weinstein from Six Figure Mindshift for this opportunity. The secret to great marketing begins with a fully understood and articulated brand. What does that mean? It means that all the art related to a business