The people you’re trying to reach and resonate with are filtering. From the contacts you try to add on LinkedIn, to the clients you’re hoping to attract. They are deciding who is worthy of their permission and their time.

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As business leaders and entrepreneurs, much of our energy and resources are spent understanding how best to communicate our value to customers. Many of the most successful companies flip this thinking on its head. If we create things that are worthy of the time, attention and money of the people we hope to serve, we…

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