It is difficult to fit anything into a 3 second "pitch", let alone something as meaninful as purpose or courage. Okay, I know, the 3 second thing is just being dramatic, but the idea behind it is very true. The Attention Economy, or whatever you want to call it, is here. It's also called the "elevator pitch".
It has to fit on an 8 1/2 x 11 sheet of glossy paper and simply state that you will save the customer $1,000,000 if they spend $100,000…. or something like that. How many glossy marketing brochures have you received? Don't they all sort of look about the same? Has one of these brochures actually ever influenced you to purchase something?
I side with Jon on this. I'm not anti-brochure, I just think it needs to be given as a follow-up, not as a flier left on a windshield or part of a mass mailing. He's right about the fact that we live in a world where it is ever more difficult to get your message across, which is why deep, significant relationships can help you stand out that much more. Time is valuable, and a willingness to invest some in your clients can be a source of competitive advantage that will make it worth your while.