"What's your Legend? If you don't know, you don't have one. Not having a legend means you'll be forgotten. And with international and internet competition, being forgotten is death." - Tom Schaff Language, stories, culture, tradition and self-worth are inextricably connected. There are universal themes of culture and bravery in the face of adversity that can be learned from the actions taken by modern heroes of the business world. By learning the simple formula of legend, entrepreneurs are empowered to maximize their own legendary elements to dominate the marketplace. Renowned historian and novelist Victor Hugo taught, "History has its truth, and so has legend. Legendary truth is of another nature than historical truth. Legendary truth is invention whose result is reality. Furthermore, history and legend have the same goal; to depict eternal man beneath momentary man." When business owners adapt their marketing to match the principles of legend, so eloquently evolved from native populations across the world, during every time period and every culture known to man, the universe aligns, stars twinkle brighter and profits come as naturally as the sun rises each morning.