5 new clients every week

It’s easy to speak with clarity.

What’s hard is to speak with clarity about the things we deeply care about.

“This program will bring you 5 new clients every week.” is about as clear as it gets. This statement is also really easy to come up with if you don’t care about its truthfulness.

When you speak about the things you care about, you do care about truth.

… This new service you were building over the last three years. That product that demanded from your team months of blood, sweat, and tears. The lessons you’ve learned on your path to becoming the leader you are and that you want to share in a keynote. …

These things are complex. We know so much about them that we easily fall under the Curse of Knowledge. We struggle with what to leave out and what to focus on. We’re unsure about the promises we can confidently make. We use language and abstraction that might be hard to get for others. Ultimately, we are so deeply expert in our field that it’s hard to look with non-expert eyes.

And yet, it’s precisely these things that require clarity. If only because we must not leave the field to the bullshitters.