Richard Mulholland founder of missing link speaks to host Bruce Whitfield about the concept, that we believe that we market ourselves as the organizations that we are, but we spend too much time selling the category of what we do and not enough time selling the unique thing that makes us intriguing, the unique problem that only we can address. And I believe that the largest difficulty facing businesses today is that they are very adept at selling the tale of their existence, but not the story itself.