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In this episode, #1 Bestselling Author and Highly Acclaimed business & Entrepreneur Expert, Mel Abraham, talks about defining your business persona and creating a business identity. It is how your customers, employees, team and the people around you identify with your company and brand. We need to be really particular about creating an identity for our business. If we do not get it right, we have no direction as an organization which leads to hiring people that don’t fit our identity needs. Ultimately you are not going to be able to build loyalty in your business. But if you do it right, you are going to create a group of people that are on a mission, they are going to be totally dedicated for your cause and outcome. All these result in the creation of a valued brand. So, what you need to know is that your culture is your aquarium and you need to keep it cleansed. Your tactics are driven by values that you set in the organization and the results are the byproduct of the identity that you create. Business