We have the curse of knowledge, where we can be so absorbed in something and actually assume that people understand what we teach, what we do, what we offer -- and they don't. An ad is brand new for someone that's seeing it for the first time.

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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.

There’s an old saying that goes, “If you want to sell what John Smith buys, you got to see through John Smith eyes.” It’s a way of articulating value: that which is valuable must be something that someone else actually wants.