- this job for which I'm applying, what do they REALLY need, and which 3 to 5 bullet points capture my competence and accomplishment in this area
- how is this company like mine, and how can I communicate the similarities to my experience working w/ others, building a certain type of product, applying domain expertise, etc.
- what story will I tell if/when they ask, "So do why do you want a job when you've been your own boss for so long?" Maybe something like "You know, what I really like to do is make an impact doing X, and that's something I get to do in any position with responsibilities A, B, and C."
And my generic resume writing advice is... try writing your resume without adjectives. It forces you to focus on highlighting what you've really done. Let your awesomeness sell itself. Calling yourself awesome doesn't do much for you.