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You can sit next to the lake or next to the ocean or wherever the fish may be, but if you don't go fishing, if you don't throw in the bait -- and it has to be bait that the fish are going to bite on -- it's not going to work. People often wonder, why is no one giving me business? Well, first off, are you fishing? Secondly, do you even know what you're fishing for?

In the realm of business, distinguishing between bad behavior and inherent badness is crucial. We all navigate moments where our actions might not align with our true character. It's a journey of aligning our value system with who we aspire to be.

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I want to make sure that my want is not above my give. You want to have your give be equal to or greater than your want. And the way to get people to give you what it is that you want is to give them something greater or equal to what you want. That's what commerce is. That's what collaboration is. That's what doing business with someone is.

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I had to figure out how to successfully sell something nobody wants to buy. No sane person hopes that a cat is going to piss in the corner -- nobody is excited about calling a carpet cleaner. And it really made me realize that what you sell is just one thing. What they're getting from the thing you're selling, the pain that it's removing -- that's what matters.

For those that get it, no explanation is necessary. For those that don't, no explanation will do. Trying to convince people of anything... to use Dean Jackson's marketing line: a compelling offer is 10 times more powerful than a convincing argument.