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Lead the Way

You may be passionate about your vision, but are your employees sold on it, too? Get them pumped about your company's mission.

This story appears in the July 2007 issue of Entrepreneur. Subscribe »

As I've pointed out, raising money is the most important job of an . to customers and investors is second nature. But there is a group you might easily overlook when selling: your . They ultimately affect not only your customers and your investors, but also your bottom line.

Your employees are the voices and drivers of your . Directly or indirectly, everyone on your team sells. But what are they selling? Is it your vision and passion for your or mission? Or something less powerful and, consequently, less appealing? If what they're selling isn't 110 percent aligned with your commitment and vision, then they are selling your company--and customers--short.

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