You may recognize the title up here as poking a bit of fun at an old copywriting trope. But I think it’s nearly a perfect title for the subject.
We are so confused about what we call results in this world. Otherwise we wouldn’t be so surprised when we so often end up getting almost the exact opposite of what we hoped for.
There’s a perfectly good reason for this.
If you want truly spectacular business results, you can certainly have them. It starts with radical empathy. Where it ends…well, that’s 100% up to you.