We've all heard it—location, location, location—and as important as that is, it's just as crucial to focus on your people, people, people. While there are many tried and true methods to building a business that involve the visual trappings of a successful local brand, many overlook the human element at their peril. This presentation touches on this oh-so-crucial & personal ingredient to brand building, elaborating on why your company shouldn't cultivate clock-watchers, but instead build a team that has your brand in their bones.