I've always asked myself the question " What do you want this company to be" and I can think a far back as 9th grade of wanting to start my own clothing/apparel line. I think more now days its so easy to be typecast in the "Everybody wants to or is doing it category" For most that's where it ends because that as always been their passion and not just a fad. I strongly believe that if you truly love something don't let others influence your decision of pursuing  it. Kind of off topic lol! but to answer the question, I just want to create something that is a reflection of me.