I used to think marketing was about who could shout the loudest, until I got tired of shouting. That's when I discovered the quiet power of simply understanding people. There's a 27-word key that unlocks what your audience actually cares about. Not features. Not benefits. But the five things every human thinks about constantly. Today I'm sharing how I went from salesman to storyteller, and why admitting what your product can't do might be the smartest pitch you'll ever make.