Any customer that walks away, disrespected and defeated, represents tens of thousands of dollars out the door, in addition to the failure of a promise the brand made in the first place. You can't see it but it's happening, daily.

Say what you believe and see who follows.

If you can't sell to 1 in 1000, why market to a million?

I don't like offending people, and it's easy to offend people when you don't know as much as they do. This group knows more about what it takes to lead in this way than I ever will. My goal is to push people, but I need to do it from a place of respect.

Or, if I take that same auditorium and I make it much bigger and put more space between seats, it'll be quieter because it's much harder when you're not in physical contact with people to spread a virus from person-to-person, right? There are all sorts of patterns that we see in epidemiology that help us understand why something spreads.

If it scares you, it might be a good thing to try.

When you walk around braced for impact, you're dramatically decreasing your chances. Your chances to avoid the outcome you fear, your chances to make a difference, and your chances to breathe and connect.