Straightup would love to claim authorship for this piece of genius but, as near as I can tell from my desktop research, it was O.M. Scott, founder of the Scott’s premium seed company (1868) who said it. Quite the salesman he. It’s an idea the coffee and shoe people cottoned to quite awhile ago, but it’s not as prevalent in the professional service sector as it ought to be.
Your audience doesn’t really want to hear all about you. They want to know what’s in it for them.
Invite a conversation that allows people to imagine the possibilities that you can help realize.