Understanding and selling

If you buy what you are selling from yourself, thinking “If I won’t buy it from myself, how can I expect someone else to buy it from me?” — at best you are deluding yourself. You aren’t motivated to buy from yourself by any motive your customer will ever share. And at worse you are deceiving them. You are pretending that you are buying your own product because you believe in it, when in fact you are buying it solely to help you sell it.

A better approach is to ask yourself honestly: “If I haven’t sold myself on my own offering, how can I expect anyone else to be sold on it?” Then realize: “I haven’t figured out what is compellingly awesome about my offering.”


There’s many ways to understand any one thing. Some ways of understanding are more compelling than others.

The best practice for finding new ways to understand, and to assess the persuasive force of an understanding is dialogue.

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