You have to understand who you are and figure out a way to communicate it. It might be in a different industry, but it's about what pumps the blood through your veins, what makes you excited, what pushes your buttons. And then discovering the best way to communicate that, no matter how big or small; it's what you stand for, what you believe in, and what reflects who you are.
Source: Business 2.0: How To Succceed: Stage a Great Second Act: http://money.cnn.com/popups/2006/biz2/howtosucceed/10.html
Contributed by: ~C4Chaos