Everyone knows the marketing adage: Don't sell products, sell solutions to problems. 

It's not about the product that you have, but how it can solve a problem in someone's life.

But if we zoom out even a little further, what we sell really is 'the future'.

If people make the decision to join - their future will be different to their current today.

There is hope for them that they can change their life.

That hope is such an incredible gift, but it can quickly turn to the worst thing in the world - hype.