There is one man in Texas that has masterminded some of the most influential marketing campaigns in recent history including all of the Southwest Airline ads for the past 30 years and the landmark "Don't Mess with Texas" campaign to name a few. His name is Roy Spence. For the first time in dentistry, he shares his message about building a business with a powerful,compelling proposition that the market cannot ignore.At the Crown Council Annual Event, all of us benefitted from his decades of successful experience and what is certainly one of the most meaningful messages and challenges ever presented to the Crown Council membership. Enjoy as he presents, "It's not what you sell, it's what you stand for...why every extraordinary business is driven by purpose."