The following statement keeps popping up in all sorts of places all the time and it goes like this: it doesn't matter what you say, but how you say it. The thing is it's still as wrong as the first time it's been said. What this is probably meant to say is that how you say things has a strong influence on whether what you say actually makes an impact. And because of that, it might happen that inferior ideas beat superior ones, simply because they were communicated better. Yet, if you care for what you do and what you communicate then, of course, you will always start with what you say. It's why you show up in the first place. It's what makes the difference in the end. It's what separates the bullshitters and the hot air producers from those who actually want to change things for the better. For them, things might not always appear to be fair. Sometimes it feels that these slick and sneaky marketers are just naturally talented to sell things but if you look closely, it's often, not that they are actually more charismatic or more eloquent. It's just that they understand better what resonates with their audiences. Now here's the thing. When you care enough for your cause, it's inevitably going to be part of the game to do the same thing, to do the heart work of empathy so that you, too, understand what resonates with your audiences. And if you do, magic happens because when you say the things that you believe in, in a way that deeply resonates with your audience, then, first of all, change happens. And secondly, and probably even more importantly, trust is built. Keep lighting the path!