Pretend is bad for business
When you communicate real beliefs, customers drink that tall glass of water and keep coming back for more.
If I ask you how many charity dollars you have left, and you don’t know, you are digging a dark hole.
Jail time or love? It all depends on if you skip these steps.
The safe, easy choice wins out over the potentially better choice that carries more risk.
A “measure everything!” mentality eventually means nothing matters beyond making the cash register ring within 30 seconds of transmission.