Courage. It’s that simple.

Someone asked me this week how I pick my clients. My answer was "Based on their courage".

I've brought up the theme of courage many times in my past articles. You'll probably notice that it's a recurring theme on this email list; here, here, and here.

I've also been on my friend Katie's podcast to talk about it.

A few days ago, I also posted a short YouTube video about what it takes to build a strategic narrative, and you guessed it, it was about courage.


Courage is fundamental. It's the mother of all qualities.

Courage is doing the right thing at the right time, despite what it costs.

It's easy, to be honest, as long as your success is not on the line.

It's easy to be loyal as long as you don't have to betray anyone to get a big pay-off.

It's easy to say what you think as long as you have the guarantee that you won't hurt anybody.

You can have the desire to build a company that changes the narrative on your market. But if you don't dare to challenge what everybody else accepts as truth or say the things you are afraid to say, I'm afraid it will not work.

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