Roy has helped Southwest Airlines, Wal-Mart, BMW and many other companies uncover their purpose.
He shared a great thought. "The government makes (prints) money. You make a difference."
So what is it that you do that's different? What do you do that makes a difference? What are you passionate about? Who are you?
I think that in order to answer these questions you need to be honest--really honest. You need to know who you are--what you do well, what you don't do well.
Once you know who you are, ask yourself who your competitors are and get to know them--what they do well, what they don't.
Then get to know your customers. Talk to them. Find out what they do well and then find out what you can help them do better.
There are things I do well--on my own. There are things I don't do well, but they are tasks that need to be done. I'm happy to pay someone or a company to do them for me.
And if what they do for me makes a difference, I'm a customer for life. Or for at least for as long as they remain true to their purpose.