In business, there is one burning question that every organization must answer for people before they will purchase or use any service. That question is "What's In It For Me?" (W.I.I.F.M.) The answer to that question is the company's value proposition - the very reason anyone should ever do business with them. This book will take the reader on a journey through the decision-making process beginning with a nanosecond of a spark through purchase and everything in-between. It will show organizations and professionals exactly how to demonstrate VALUE, why it is so important, and how to lead more effectively using the W.I.I.F.M. principle.