Passion.

Businesses survive and thrive on their assets - people, resources, resumés, money, connections, history and even luck.
But it is passion that connects them to their customers. For thousands of years passion is what has breathed life into everything - spirituality, sports, art, music, relationships and business - even when they lack fundamental things assumed to be needed to sustain their life. An undersized linebacker who drives quarterbacks into the turf. Artists who are dismissed for lack of perspective. Lovers who lack outer beauty. An ex-con who becomes a great preacher. A business with little funding or connections that believes that what they have will change the world and pursues that passion with a fire in their belly.