Imagine for a moment that you are on the ocean with Christopher Columbus. The night sky is large and dark. For nearly two weeks, there has been nothing to see. There is nothing on the horizon.
Framed in darkness, the captain points upward and starboard and says to you: "Polaris does not move."
The Captain continues: "Fools watch the waves and make decisions according to ever-changing circumstances -- but a wise captain charts his course by a star which does not move. When your journey is rough, never take your eyes off the North Star. You must focus your vision on beautiful, unwavering, constant Polaris."
So -- here's today's marketing question:
Are you making decisions for your business based on the actions of the waves ... or by the principles and ideals you believe in? Have you set your course by a star that is constant and true?
The Native Americans who awaited Columbus knew Polaris as "The star that does not walk around."
Set your course on principles -- and you will reach your destination.