When you care deeply for what you do, you've got a problem.

Because you might find yourself competing with others who don't care as much.

Or, to be more precise, who do care as much yet, not for

the cause, but for the deal.

These people have no problem with hyperbole and exaggerations, with

promising the blue from the skies, or with using sneaky or pushy sales techniques.

With saying this while, meaning that.

And therefore, these people have no problem with finding clear messages that

resonate with your common customer base.

With promising them something that sounds good.

It really can feel like an unfair advantage.

Here's the thing.

It is an unfair advantage, but for you, precisely because you care.

Because the thing that's at stake, is trust.

And trust is the basis, which any sustainable success is built upon.

In a way., These people who are just in it for the deal are a little

bit like Charlie Brown's Lucy.

Every time they get the deal because of a trick they used, they

get a devilishly fun out of it.

But also every time, trust on the customer's side erodes a little bit.

Drip by drip.

So they have to try harder next time, which they do.

It's what makes competing with them so hard.

don't forget that you've got an unfair advantage because you care.

This is why you've done the hard work.

Your idea, your product, your project is actually great.

It's not just a claim.

It's a fact.

You deliver what you promise.

You've sweated the details.

And that means that when you manage to nail your message, it

will build trust, not destroy it.

Because the results will prove you right.

And so, for you, it's going to get easier each time.

All you need to do is to tell true stories about the things you deeply care about.