And welcome back to another episode. I'm excited about today's episode because we get to talk about light houses or what I call the beacon of belief. So I use a light house when it comes to business analogies, because it represents everything that a business must be too withstand the test of time to make it out into the real world, to be a legacy business, because none of us want to build a business to last just year. You may want to build a business that you can sell, but you don't want that business to be predicated on having to sell to stay in business. And so a lighthouse is something that takes years to build and plan because it lasts forever.And so I'm going to walk you through, what's important to have in your lighthouse and to make this really easy, we put together a mini course for free that takes you through this. I do a video teaching on how to break this down and how to do it. You just have to  www.mindofgeorge.com/lighthouse.  So the lighthouse is really symbolic of everything that it means to be a good business. And so the way that I break up the lighthouse is in three levels. There is a why, a what and a how in that order. So on the bottom of the lighthouse you have your why, in that you have your business and your personal. In the middle level,you have your what. Your what is what you do in the world. And then on the top, you have your how.  So I actually have my notes next to me on this one, because it's so important. I don't want you to kind of just listen to this. I want you to listen to like what it means to have a lighthouse. So when we think about a lighthouse or what we call the beacon of belief, what we want to be doing is clearly defining why our brand exists, what our brand does, and then how you do it. And of course once you have those things, you know who you serve,. And these things are important, whether you're just starting a company or you're 10 roads in to make sure that you everybody on your team, every influencer, every single person who touches your business or brand know exactly what you do because that's congruency.And I always give this example, I'm going to sound like a broken record, but can you imagine if Nike was like, just do it, maybe do it, I'll do it tomorrow, I might not do it, of course not. They have brand congruency around the board, but that also means that they're so clear and congruent on their messaging that even we as consumers do their marketing and branding for them because of that social trigger, and that is exactly what you're going to have when you do this.  So this is something I recommend everybody look at. And I mean, look at it often, like at least once a year. If you follow the protocol of having a vivid vision for your company, like Cameron, Harold teaches, this is something that happens because companies adjust over time, your mission, your vision, adjust how you serve your customers adjust. But what you're adjusting is the light that comes out of your top of your lighthouse, but your foundational stuff, why you exist probably going to be the same. What you do, probably going to be the same, how you do it might shift a little bit but it's something that you want to keep in the back of your mind.So why a lighthouse? Because in business you want to be a lighthouse. A lighthouse stands with structure and shines their light into the world regardless of what's going on around them. Waves can crash. Hurricanes can storm. Men can walk over it, but the lighthouse never stops shining its light and it never jumps into the sea to save anybody.Example your business doesn't exist just when you're making sales or just when a customer buys. And it also doesn't exist just when an ad account gets shut down or when something goes out of stock. Your business exists deeper than the product and the transaction itself and it's important for everybody to understand that.So when the going gets tough or the going gets great, we stay focused on what matters and what's going to move the