When talking to founders it's always interesting to recount the beginnings of an organization to find that initial spark... it's there where the beginnings of the vision and purpose took shape! These things lead to what #MartyNeumeierasks in #TheBrandGap 1) Who are you? 2) What do you do? and 3) Why does it matter? THAT last question takes us straight to #differentiation and is why these founding stories should always guide any #branding work!