"What does it matter?" "So what?" Keep these questions in mind anytime you are writing a news release, talking to one of your patrons, or working with your board. People want to hear how your library's resources, services, and spaces affect them personally. Think of some talking points that you can share at the opportune moment. "LiLI databases matter because: 1, 2, 3". "A grant for publicizing health information will make these differences in our community: 1, 2, 3".

Library staff need to know "why it matters", too. Involve them in revising your library's mission statement, so that they feel a personal stake in it. Post it all around library (on your website, too) so that everyone gets a daily reminder of the difference they make.