Five thousand children in India will benefit from the big win on last week’s Celebrity Apprentice. Debbie Gibson led her team to a win with the Buick Verano car challenge. Who would have thought that a woman would lead her team to victory over the team that had racing super star Michael Andretti as a member? Maybe no one, but it goes to show all of us that how we present our business, message and work will have a great impact on our success. And, like the men or team Unanimous, as they are called on the show, it’s easy to overlook the obvious. Are you overlooking a natural strength? Is there something that you can do better than anyone else, and yet you’ve failed to bring that quality to the front of your business?

Don’t miss important opportunities to shine by holding back or being shy about the unique qualities that you have to offer your customers. Are you a part of a family business that has survived economic ups and downs for seventy-five to a hundred years? If so, that’s a great thing to share with your customers. Don’t expect them to just “know” your story. You have to tell them your story and invite them to be a part of it; share your family name, share what makes you strong and best yet share the expertise that you have learned by being a foundational figure in your industry.

We are in what many are calling the Educational Marketing era. Smart business owners are not taking the money and running. They are providing something that their clients, customers, followers can use. Can you help your customers improve their lives? Can you help them to improve or grow stronger in a particular area? If you can, and of course everyone can, then you can make a deeper connection with them. Connection is important.

Debbie Gibson, is supporting Children International. It just so happens that I sponsor a little girl through Children International. I had no idea that one day I would be sharing my passion for helping children in need with celebrity Gibson. It was fun to cheer and hold my breath while I waited to see if my team won! Again, connection.

It’s important to use what you have to make a connection with your business. Don’t assume that your customers won’t want to know your story or learn something new from you. In fact, when they know more about you, they will feel a stronger connection with you.

Let’s take a lesson from both teams. First, the winning team; in a race, expect the unexpected and make it a point to help someone less fortunate than you. It just makes sense. Wait until you see the joy on Gibson’s face when she presents her organization with a fat check! She feels good and gets a chance to shine by giving; by being connected. Second, you can learn from the team that didn’t do so well and recognize what you have and make it shine. Don’t hide your best stuff, the stuff you worked so hard for in a corner. Last, help someone, support a child in need, be a part of changing their world and put the happy smiling face picture front and center in your office! Let everyone know that you stand for something…for connection, education and participation in a world that needs you! Go team.