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.

I was starting to like NYC, and then I paid $30 to bring a cake into a restaurant for my friend’s birthday. I was starting to like NYC, and then I was packed like a sardine on the subway for an hour with my hands clenched around a grocery bag with sweat dripping down my…