Most realtors when asked, will say that they are in the business of selling real estate. If this is your answer, than you may not be working up to your full potential.
Personally, the selling of real estate is a by-product of what we do & that is being in the 'People Business.' We help bring buyers & sellers together & for people to achieve a certain goal. Too many realtors, lose sight of this. Sometimes just getting caught up in your own business.
As with any business plan, you should have a Mission Statement as well as a Vision Statement. The later will have a broader meaning, whereas the former will be more specific. These should be short & pithy. They should be repeated daily until they are rote.
This will help promote your business for you will be promoting it from within you. It has to be innate. You will be the epitome of real estate and this will show through to the people that you meet. But for this to work it has to come naturally, it can't be forced.
I've always felt in dealing with people, negotiations and clients, that you've succeeded if everyone who walks away from that table feels that they gotten a good deal. I can't say that this will happen 100% of the time, but it should happen the majority of the time.
This to me is success!