Five of my brothers and sisters have their kids attending St. Francis Xavier; and fabulous grade school in La Grange, Illinois.

All six of my brothers and sisters went to their — it was a spectacular fabric in our lives.

Many moons ago (about 25 years ago), they asked my brother Marty and me to write a school fight song — and, to our surprise, they continues to perform it at every sporting event and assembly at the school.

It was the first time I put my toes in the water of experiencing how a song could emotionally brand a company – in this case, a beloved school.  It started to sink in that every time they all sang it together — they were, on a subtle level, declaring their love of and dedication to St. Francis.

The power of music.  The power of emotional branding.

It hit a chord with me — that I’m replicating in businesses today.

— JIMMY.