Donna, a deer, had set up a small stand in the forest in the hopes of selling some goods. Donna knew that she wanted to sell some goods this holiday season, she was certain about that, but she wasn’t sure what type of goods to sell. 

Donna's Den of Emporium was the name she thought of. If she was being truthful she thought of the name of her store before she really considered what it was she wanted to sell. But, Donna liked the name so much she decided to forge ahead without a clear plan. 

She tried hard to assemble a few items that she thought she could sell. She found trinkets and tchotchkes and even knick-knacks but nothing was coming together as a cohesive overall business idea for Donna’s Den of Emporium. 

Just then, her friend Leonard, a skunk, approached Donna and asked what she was doing. 

“I’m attempting to get some things together to sell to people this holiday season,” Donna replied. 

“What kind of things do you want to sell?” Leonard asked. “Do you have a cohesive overall business idea, yet?”

“No, not really. But I was just thinking that a cohesive overall business idea would be very helpful.”

“It sure would,” Leonard started, “Lucky for you, I won this year's Rotary Club yearbook superlative for “Most Capable At Coming Up With Cohesive Overall Business Ideas!”

"You did?" Donna thought to herself, "That sounds made up..."

Nevertheless, since Donna was struggling in the area where Leonard claimed to be an expert she decided to listen to what he had to say. 

“The first thing we need to do is build a bonfire. That way everyone will see the smoke and know you’re selling stuff here.” Leonard announced, as he got to work building a bonfire. 

Donna had not even thought about building a bonfire. It certainly would attract quite a few customers. Maybe Leonard did know what he was doing.

Leonard finished building the bonfire and the two sat down next to it for warmth and to stare into the flickering flames. Donna was already starting to trust Leonard and his process. Though maybe that warm fuzzy feeling came from the fire and not necessarily from Leonard's expertise. 

“Great! Now we have a bonfire! Next question, as we develop a cohesive overall business idea - Why do you want to sell some things?" Leonard asked. 

"Well, the name of my business is..." 

Donna started but then quickly stopped, she felt her stomach sink, she only had an idea for the name of her store. She had not thought about why she actually wanted to sell things. This question felt almost like an attack. Why? Why must someone want to have a reason to sell things? Can't someone just open a store because they have a good idea for the name of the store?

Leonard sensed the hesitation, you don't get voted the Rotary Club's "Most Capable At Coming Up With Cohesive Overall Business Ideas" because you're a chump. 

“You should know why you want to sell things before you start selling them.” Leonard continued, “Knowing you want to sell things is the first step to having a cohesive overall business idea. A name is not really enough.”

"Oh no, what do I do now? I just started selling things because I thought that’s what you’re supposed to do during the holidays. But I don’t have much to sell. And now you’ve built this whole bonfire. People will come and I won’t have a cohesive overall business idea. They will think I’m such a dummy." Donna began lamenting.

"No, they will think - Oh cool, a bonfire! - And then they’ll hang out for a while and we can brainstorm some more potentials for a cohesive overall business idea together," Leonard assured her. 

"Are you positive?"

"Absolutely."

The two were pleased with the way the afternoon had turned out and enjoyed the warmth and the light of the bonfire as they waited for others to see the smoke and join them. It was a gorgeous afternoon and the bonfire made it very special. 

"Thanks for your help, Leonard. I really needed to hear your advice." 

"No problem Donna, happy to help," Leonard replied. "Hey since it's the holidays I wanted to let you know that after I was voted "Most Capable At Coming Up With Cohesive Overall Business Ideas" I started a little consulting business where I give business advice. This first lesson was on the house but let me know when you start figuring your business out if you need any more help! Happy to give you a friends and family discount!"