INTENT - the all-important posture of communication (in 30 seconds)
When you communicate with people they can tell where you are at, they can "read between the lines." Your clients and prospects know the intent behind your communication; marketing or otherwise. At a deep level this is true even if they can't articulate the feelings they have.
It is vitally important for you to come from the right place when you are in business. Where's that? Do your best to come from a place of truly wanting to help people. This is what ethical business, Conscious Capitalism and the B Corp movements are all about. Markets are moving in this direction quickly.
Even if you offer the same product or service as a competitor your intent to help others makes you explain things more simply, think through the buying process more thoroughly and be a nicer person to talk with — not because you're touchy-feely but because you are serving your client at every level; and it shows.
People know your intent, they can feel it.
Your business-building mentor.
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