It’s about people.
When planning and communicating your brand, business, product or campaign, you need to ask yourself, “Am I selling answers or solving problems? Am I pleasing or guiding?”
All of us, builders and communicators, can end up in the "Pleaser-trap." We want to be professional; we are the expert, we don't ask questions, we sell answers, "We did the work, so you don't have to!"…But did we really?