We look at a dramatic exercise...writing your eulogy. Which in essence is...not merely writing out a goal or goals, but the goal you have for your life! That...is daunting, as you’ll hear. So I got the idea from Jesse Cole, who was my guest in show 603. Jesse is the author of “Find Your Yellow Tux” and the guy who is reinventing baseball. But most importantly, he is giving joy to so, so many people. But as you’ll hear, or you already heard, in show 603, I started off citing what Jesse starts his book off with, his eulogy. And it just impacted me. So...I wrote my own. It wasn’t easy. Then I asked our Facebook group to write their and post it. And I asked Jesse to come back and join me to talk through them. We got a lot of responses, but they weren’t all eulogies. Many just commented on the concept, positively and negatively. What I came to from it all, was I believe...profound. You can listen and decide for yourself.  I want to give a premise though...Check this out: in business, we give great focus to our brand, as we should. It’s the image people have of our companies. We go to great lengths to say what our brand is, but ultimately we can’t claim what our brand truly is, the marketplace will say what our brand is, in truth. We work to influence them, but they have the final say. Same with our eulogy. One day one will be given for us, at our funeral. What will people say? The deal is…we have between now and then to influence…what will be said. And just like a goal, the best way to hit our target is to decide what we want it to be...then to write it down and keep it before us. As of this recording, US Senator John McCain died just days ago, and before his death he requested that former presidents Barack Obama and George W Bush deliver eulogies at his funeral. They will testify to who they viewed him to be. It’s a big deal folks. Learn more about your ad choices. Visit megaphone.fm/adchoices