I'm sure you've heard it from me before - whether on the podcast, on my videos, in my book - that we don't sell products, we sell solutions to people's problems.

The old marketing analogy that you don't buy a bed, you buy a good nights sleep etc.

But it's actually even deeper than that. There's something even more powerful that we sell - in every conversation we're having. 

And if you can focus on that, your future will be totally different.