Pat Maley, Vistage Chair connects us with members of the CEO Peer Group which encourages business executives to do better business.

Fellow Vistage Chair, Lisa Rogge is sitting in for Pat, and will introduce us to James Iacino of Seattle Fish Company, Arif Gangji of Neon Rain. Together they'll discuss how each has "Defined the Why" for their businesses, and why it matters.

We will wrap up with Vistage Champion Colleen Stanley, of Sales Leadership.

Listen LIVE at 4:00 on Denver's Money Talk 1690 - to hear our discussion, and weigh in, either in the comments below or on our Facebook page.