People don’t believe what you tell them.

They rarely believe what you show them.

They often believe what their friends tell them.

They always believe what they tell themselves

What we must do: Give people an incredible story they can tell themselves. A story about the future. A story about change.

Thanks to my latest friend Seth Godin for the above. More from DSA next week. It’s been hectic around here but I have a lot to share.

Have a great weekend!