Secure the only spot at the airport that sells water and you can basically stop bothering about how you do business. It doesn’t really matter how good or bad your service is or how clear or confusing your communication is, business is almost unavoidable.
For everyone else, clarity in your communication (what can people expect) and providing great service (delivering on what they expect) turns out to be invaluable.
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Every so often, I meet a bright mind who excels in their field but almost refuses to make a broader impact. They tell me that
My favorite TV show as a child always ended with a call to action: “You can safely switch off the TV now!” Which we did.