Your core is your essence, the special abilities you possess at the core of your being. It is the special gift you have been given that separates you from others. The core is used to connect to the need, because it is something special you have that fulfills what your buyers lack. You are joined because they see you have the solution.
A Flight of Confidence
It was the year 2000. Fireworks displays were being tracked live on CNN in perfect sequence as midnight struck in each time zone across the globe. There was one place where the fireworks were perhaps particularly special, the fireworks over the Brandenburg Gate in Berlin.
At the turn of the millennium, I was at McCann in London, working with our ninety-plus European offices ...