As you attempt to align with your business’s value, it is also important to assess the less tangible parts of the value. For example, in
these tougher times, there is great opportunity for businesses to
sell things that can’t be seen. Consumers around the world in one
year spent $3.5 billion for cell-phone ring tones. More than $1 trillion was spent for insurance, including accident, health, and property. The point is there is tremendous revenue in things that you
can’t see