Being Valuable Isn't Enough.

Your mission isn't to sell your product. Your goal isn't to sell your service.

Your measure for achieving success isn't to sell your big idea.

It's selling hope.

The idea that things can be different. That you can feel better.

That there is light at the end of the very dark tunnel you are in right now.

If you're not in the hope business, you're not on a path to being successful.

Hope is what matters.

At the heart of very shrewd business decision is this accounting of hope.

The more hope you bring, the more likely it is that your idea or solution or product will win the day.

It's not about numbers. It's not about savings. It's not really about profit, loss, growth, experience, or expertise.

It's about hope.

If you find yourself struggling to win at business it's probably because you're not offering people enough hope.

Sometimes you call that value. But customers just call it hope.

It's on you to deliver it.