‘It’s not for you,’ are four of the most powerful, yet hardest, words you can say, no matter what you have to share, sell or serve.

It takes courage not to be for everyone or to close the door on what at first glance looked like an opportunity.

But when you’re brave enough to put a stake in the ground, you will find your right people. Those people who you can help. The ones who will show up, ready to act—the people who would miss you.

The flip side, of course, is that you need to recognise your people. Those who you can confidently tell, ‘This is exactly what you’ve been looking for.

We do work that matters when we know who we want to matter to.

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