The most valuable asset in your business is probably hidden in the last ten years of your work, and most owners are too close to see it. I was, and it cost me a $14 million sale. Ten minutes and a ten-year timeline is where you start finding yours. Split the timeline into ten segments, one for each year, and find your biggest success and your biggest struggle in every one - scrolling through the photos on your phone month by month is a good way to jog your memory. Then look for the thread that runs through them. You might find your best results came from working with IT service companies while your hardest projects were veterinary clinics, or that your strongest work was launch campaigns while Facebook ads never delivered. Whatever keeps showing up across your successes and your struggles is a theme, and once you can see it, you can give it a name.