When I hear the word pitch, I like your think trailer.

Let's play a game.

Let's play a game.

I'm not native.

English is not my native tongue.

What does the pitch mean? Right? So we're throwing something at someone.

Yep.

People will remember how you made them feel much, much longer than anything you fact or figure that you share with them.

It

doesn't matter.

So if you have the best meeting ever, close the biggest deal, it doesn't matter if something will happen tomorrow, right? And if you lost something, it doesn't matter.

And it was interesting because I remember meetings where we were like, we're going to lose a client and that's $150,000 a year contract or $250,000 a year contract.

I'm like, yeah, I think we're done for everyone.

Company's gone.

And then the next day someone calls us like, hey, we need something for $50,000.

You're not the greasy salesman.

And when do businesses normally break these five? Do they-- Are they good at number one and two and then drop it at number three, the journey? Or what-- When your clients come to you, what part of this are they breaking the most?

Conversation I had yesterday before I want-- before we boarded the plane.

Good friend of mine, they're doing about six million dollars in revenue.

Great business.

And he calls.

He thinks they need to rebrand.

When he says rebrand, he's trying to figure out the fifty, sixty, eighty thousand dollars for a project to have a nicer logo and maybe revamp the website.

What should the story tell? Should the story be how I got here today or the dream I have for tomorrow? What, what should the story focus on, the thesis?

That's right.

Yeah, there you go.

If you write two, nobody will buy it.

You know, look at Lord of the Rings.

And so I said, I want to keep writing.

I want to improve my business.

And funny thing that...

You need to

Mm

... suddenly a book seemed meaningless, right? Entrepreneurs from all over the world actually, a lot of Irish and, um, people from South Africa and others said, "We know you're struggling.

We don't know what's gonna happen tomorrow.

Just upload the book to Amazon and we'll take care of it." And hundreds of business people from all over the world came together.

People I've met, I did workshops for.

I had their businesses, their families and stuff, and they made it an Amazon bestseller.

Mm.

Never.