In Silicon Valley there is a wonderful question – spoken and unspoken – that is part of every conversation. It’s WIIFM - What’s In It For Me? – and it is a key question for anyone who wants to succeed in anything they do.

Interestingly, while WIIFM sounds like a particularly selfish way of going about doing business, it isn’t. When you’re talking about becoming best of breed, the thing you always need to be looking at is WIIFM. Because the more you do, the more you bring to your organization.

The more you achieve and excel.