" I managed to find a small spot to squeeze my bike's handlebars in between a few other fast-looking machines. As I set my helmet and shoes in position for a quick getaway, one of my new neighbors stepped up. He introduced himself and asked me how I thought I would do in the race. Not a standard question, I thought. I told him I just wanted to finish and end the race with a smile. He was not impressed. "

― Paul Pierroz , The Purpose-Driven Marketing Handbook: How to Discover Your Impact and Communicate Your Business Sustainability Story to Grow Sales, Retain Talent, and Attract Investors