There was a chain a mile long. If you held on and walked, it led from the bottom to the top. Yet seemingly unaware, a group slowly climbing hand over hand to reach the top. An endless micro progression, a missed opportunity.

It never was about the task. It was about the mentality. The engine powering it. It was always about the why.

Away and toward. Push and pull. To and from.

Knowing the problem you solve. Understanding the people and businesses who most likely to face that problem. Evaluate the different approaches they’re taking to solving that problem. Positioning your solution in a way that differentiates the value and fits their specific needs. Testing your messaging: content, to who, and when it’s sent.

The best medicine isn’t served cold or hot. It is not found in a bottle and isn’t behind a lock. It’s in the calm of balance, and peaceful nods.