Responsibility: It was my fault that my purse was stolen. Accountability: In the future, I will take precautions to ensure it doesn’t happen again. - M.J. DeMarco

People care about what your business can do for them. How will it help them? What’s in it for them? Will it solve their problem? Make their life easier? Provide them with shelter? Save them money? Educate them? Make them feel something? Tell me, why on God’s green Earth should I give your business money? What value are you adding to my life? Reflect back to our producer/consumer dichotomy. Consumers are selfish. They demand to know is “what’s in it for me!” To succeed as a producer, surrender your own selfishness and address the selfishness of others.

There once lived an old man who had a wish. He prayed to God that before he died he would get the chance to see the difference between heaven and hell. One night an angel appeared before the old man’s bed and granted his wish. The angel blindfolded the man and spoke: “First you shall see hell.”
The old man felt a momentary weightlessness and then the angel removed the blindfold. The old man found himself standing in a boundless dining hall filled with large, rounded tables, ornate with gold. Each table was piled high with the most delicious of foods: fruits, vegetables, breads, cheeses, meats, desserts — everything you can imagine was there and exquisitely prepared. The man salivated at the sight as the intoxicating aromas filled his nose.
However, the old man noticed everyone seated at the dining tables was sickly with gaunt, morose faces seared with frustration. Each diner held a long spoon. These spoons must have been over three feet long. While the people cursed to hell could reach with their spoons any delectable food they wanted, they could not get the food into their mouths. The hell-dwellers were in a constant state of torment, starved and desperate to taste what was just inches away. Sickened, the old man cried, “Please stop — take me to heaven!”
And so the man was blindfolded again. “Now you will see heaven,” the angel said. After a familiar weightlessness, the blindfold was removed. The old man was confused. It was like he never left. He was once again in a great dining hall with the same round tables piled high with the same culinary lavishness. And just like hell, he saw these people also had long spoons preventing them from feeding themselves.
However, as the old man looked closer, he noticed that the people in this dining hall were plumply vivacious and smiling; laughter and cheer filled the air. As he panned through the hall and processed the joyous sounds, the difference between heaven and hell finally struck him: The people in heaven were using tho

Complaints are a beautiful thing. They represent free feedback and expose unmet needs in your business. They represent the journey’s road noise.