The soft part is the hardest

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Once I had a mentor who told me that sometimes we move all the furniture in the house around when what we really need to do is sell the house. 

We look for answers in the wrong places. We work on systems, funnels, sales pitches and ads, trying to create something that works. We put a lot of effort in each of these aspects of our business, ignoring the parts that aren’t clear. We take no notice of the soft parts of our business.

It’s easy to not pay attention to them – the values, the beliefs, the narrative about why I do what I do, my vision, my passion – these elements have no clear answers, but each one makes our business or project what it is.

Only in places of uncertainty are there possibilities.

If you know the answer, most likely others know too.

Look for uncertainty, and you’ll find endless possibilities.