If you don't have one, please give us a bulleted list of values you think your firm represents. Try to ensure that the most commonly agreed upon tenets (shared by everyone in the company) is listed first.

Most companies have a launch story. This launch story can sound like a bird being tossed from the nest, a downhill mountain bike race, a ski jumping competition, or a marathon. Metaphors help communicate your own journey. Is there a story behind the formation of the organization? Why was it formed? For example, was it formed to accomplish a particular mission? Did the partners find they complemented each other especially well? Was there some form of the call to adventure?

Were there significant challenges or temptations after your launch which could have lead the company down a different road? These challenges or temptations might be visible in some of your competitors, but your organization's leadership has somehow steered you clear of these undesirable results. You may have had help from a mentor or other resource to help you see the road ahead more clearly.

If challenged once or recently, was there a particular turning point in your company's history? Is there a story of a leadership retreat, a meaningful discussion, a mentor's advice, or some kind of revelation which has helped steer the ship clear of the rocks?

Once on the right road, how has your firm gained momentum? After a major crisis, or even a simple crisis of identity, a strong organization typically grows more quickly as they work closer as a team, learning how to reach their stride.

How has the organization been recognized for excellence? This can be internal recognition, client testimonials, or industry recognition.

What kind of impact does your organization have in our community? As they say, a butterfly's wings in China affects the jetstream over New York. How do the contributions of your Executives and Staff affect the local community, region, etc. Please list pro-bono work, charitable contributions, non-profits, boards, and activities. Once listed, please elaborate on how those organizations and efforts would be fundamentally different without the involvement of your staff.