Behind every decision-making is a motivation. Whether rational or not, that motivation is at the core of the reasons we use to justify our behaviours, our needs, our opinions, etc. The long-term success of a company depends on its ability to develop and maintain these motivations.
Basically, cultivating motivation is my way of seeing things. It's the behaviour to adopt in order to build a powerful brand*. That's why I use this approach to help my clients evolve.