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 … - Joe Polish

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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.