No trade will be made unless they want the thing more than they want their money.
Passion doesn't create commitment; commitment creates passion. To what are you committed?
A polarizing mission statement forces the reader to choose between two sides of a line drawn in the sand. Rare is the business owner who has the courage to craft such a statement.
Small thoughts fit easily into a closed mind, but big thoughts require an open one.
The risk of insult is the price of clarity.
Turning the other cheek isn't submissive. It's defiant.