The surest way to create a viable business is to envision one that truly matters. Whether you dream of opening a neighborhood store or building a global brand, whether your business will ultimately employ thousands, or only yourself, most aspiring entrepreneurs struggle to create businesses that are viable. And, few dare to dream of businesses that really matter. But this is precisely what every aspiring entrepreneur should do. ?Mattering? isn't about size, it's about creating meaning ? for yourself, your team and your customers. Businesses that create meaning for people tap into the hearts and souls of their founders, teams, and customers in powerful ways. This level of passion infuses the startup with a special kind of durability that will be essential in the hard road ahead. In his journey of co-founding and leading a billion-dollar company, Rick Stollmeyer has experienced tens of thousands of business startups. In every case, the ones that truly matter and the ones that are still here today have four characteristics: A purpose greater than itself, a clear and consistent strategy that aligns with the purpose, effective leaders who embody the purpose, and a team aligned around core values that serve that purpose. This book is about infusing your business plan with these four elements and achieving your business goals.