You have to align what you sell with the principals you have.
When you misalign what you do, it undermines the association others have with you.
The last thing you want is conflict where messages become messy and there is no connection.
When it comes to alignment, the ventures that you pursue have to match your mission.
When your product and your message do not match up, it causes conflict. It doesn’t become believable.
Alignment is critical, as it is something that is with you for a very long time. This can become the bargaining power that becomes your heart pendant (where the other half is with someone else), where you are both focused on helping the same person.
The example I talk about this week is Treehouse Digital http://www.treehousedigital.com/