Start With “Who Am I” – The First Step in Business Planning

In this video presentation, Brent explains why the first step in effective annual planning is answering one simple but powerful question: “Who am I?”

Before defining customers, competitors, or strategy, business owners need clarity around their passion, purpose, and values. When purpose comes first, decisions become much easier and more aligned.

Brent shares an example from Green Mountain Coffee Roasters, a company known for building a strong, purpose-driven culture that guided its growth and long-term success. By leading with purpose, they created a brand, team, and customer base that believed in more than just the product.

In this video you’ll learn:

• Why “Who Am I?” is the foundation of business planning

• How purpose and passion shape strategy and culture

• Why purpose-driven companies often outperform competitors

• How to begin defining your own purpose as a business owner