When we come from a place of "this better happen" or "people better respond this way to this thing I'm putting out", we are setting ourselves up for disappointment. Nobody owes you anything. Not their time. Not their attention. And certainly not their money. Yet we have a tendency to expect one or all of these things in business, just because we built something and have heard that people will come. The rules of commerce have changed and empathetic marketing is arguably the best way to earn the attention you desire when you cannot outspend your competitors. Join me in this unusually long, but totally warranted episode where we consider adjusting the mindset we come from and what it could mean for our chances at success.

(This is totally and basically the sequel to my prior episode "Expect Nothing, Earn Everything.")

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