People love simple.
Good or bad. Up or down. New or old. Yes or no.
Give it to me straight (which translated means “don’t tell me anything I don’t want to hear.”)
Most of us don’t want gray, we only want black or white.
But there is no black or white; it’s all gray.
Nothing is ever 100% one way or another. There’s always going to be extenuating circumstances in every part of our lives, including in our business.
The trick is figuring out how to provide our clients with gray when all they really want is black or white.
It’s a hard job, but one that’s really important that we do (if we really care about what it is we do.)
If you don’t care, your customer never will.
Marlene Blaszczyk
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