They Don’t Buy Your Expertise, They Buy Their…

They don’t buy your knowledge. They don’t buy your expertise. They don’t buy your iron-clad, super-impressive, suited-up song-and-dance routine + profound logic.

They buy THEIR transformation.

Our value comes from seeing them where they are, pointing at where they want to go, and showing them how to get there.

Sell the transformation. It’s what they’re buying.

h/t this Josh Spector podcast interview