The key is, no matter what story you tell, make your buyer the hero.
The goal isn't more money. The goal is living life on your terms.
Mission + tools. That’s really what it takes to have focus...you fail at focus because whatever you are trying to focus on isn’t important enough to you.
Don't treat your customers like a bunch of purses and wallets.
For every day we don't unlock our own value, we remain plugged into our other identity.
Complexity serves nothing but our ego. Be able to say what you do in a way that people can understand.