https://www.instagram.com/reel/DUFrDsJDhhC/?utm_source=ig_web_copy_link&igsh=NTc4MTIwNjQ2YQ== The closer you get to the edge of your comfort zone, the more outside of your known world you are. For most people, this loss of certainty and state of confusion is an uncomfortable experience. Whilst some rise to the challenges, the majority will retreat back to the known. It is a retreat back to security, comfort and certainty. The edge of comfort zones is unfamiliar territory, it is unknown, and it is scary. Comfort is familiar, and familiarity leads to certainty, one of the most powerful of human motivators. People who are strongly motivated by certainty always default to the familiar. They resist change by maintaining old patterns. Familiarity is certainty, and certainty generates feelings of reassurance, pleasure, dependability, satisfaction and knowing what is happening. It is the breakdown of familiarity and certainty that most people fear the most because it affects habitual patterns. In any process of change, it takes courage to leave the familiar and travel towards the unknown. If you have a high need for certainty in your life, there is little possibility of change taking place because, by definition, change is an uncertain activity and it destabilises the way people choose to organise their lives. Any talk of major change will be seen as a threat, an attack on the familiar, and will be met with strong resistance. Certainty is about doing the same things over and over again because it is comforting. Whilst people complain about their financial results, at least they are familiar and they can keep reproducing them. There is no mystery in comfort, there are no adventures, no challenges beyond survival, no requirements beyond the known, no variety beyond misfortune, no newness beyond consistency, no progress beyond immediate gratification, and no demands beyond the daily immersion in the 'rat race.

One of the most important ideas we touched on in the Community Discussion + Q&A call last night was this idea of being able to say things that no one else can say. Not because they’re clever or polarising. But because they’re true. And they’re yours. Most people try to stand out by refining their messaging. Better hooks. Better frameworks. Better explanations. But the real leverage isn’t in how well you explain something. It’s in what you’ve lived that gives weight to the way you see the world. Your story is the multiplier that everything else runs through. When you can collect a handful of statements that are undeniably true about your life, things no one else could honestly say, you stop competing on knowledge and start operating from identity. These aren’t things you invent. They’re things you’ve survived, navigated, or earned. That’s where confidence actually comes from. For me, some of those statements are simple, but heavy. - I was stabbed and shot at 15 - I went through nine surgical alterations. - I almost died on the operating table. - Later, with zero marketing or sales experience prior, I ended up directing marketing & sales for some of the most influential thought leaders and influencers in the health and fitness space. Those aren’t accomplishments. They’re context. You can’t fake that. You can’t reverse-engineer it. And you don’t need to exaggerate it to make it meaningful. The power comes from the fact that it actually happened. When you tie what you know now to what you’ve lived through, people feel it immediately. Curiosity increases because your perspective didn’t come from theory. It came from consequence. Interest grows because they know you didn’t arrive here the easy way. That’s what creates gravity, and this is where authority actually gets built. Not by proving you’re smart, but by showing people the path you walked to earn the way you think. Your story becomes the context through which everything you say makes sense.

This year, I want to be far more deliberate about practicing what I teach. A lot of people teach from a distance. They explain what works, analyse why things fail, and stay safely upstream from the mess of actually building. I want my thinking to be shaped by doing the thing itself, not just talking about it. So I’m keeping my focus intentionally narrow. I’m committing to two funnels for the year. That's it. The first is my book funnel. It’s already live and it’s how most people discover my work. The second is a webinar funnel. It’s been one of the most reliable ways to move someone from interest to understanding for a long time now. 2 of the most proven funnels of all time. That makes them an honest place to learn. I’m deliberately choosing simplicity over sophistication. Fewer moving parts and fewer distractions. Everything I share this year will be informed by what I’m seeing and learning firsthand. What holds up and what breaks. What feels obvious in hindsight but wasn’t obvious going in. That’s the commitment I’m making this year. What are you choosing to go deep on this year?

Welcome to The Buyer's Mind Skool Community! Before you get yourself familiar with the platform here... Let's get to know each other! Like & Comment below a brief introduction into who you are, what you're working on right now and the bigger vision that your business is funding💭 Let's not forget that we all have dreams and passions outside of business❤️

Value is not something you can assign unilaterally. You can explain. You can position. You can package. You can price. But value is only ever confirmed by the person who chooses to exchange for it. This is where a lot of confusion shows up. People assume that if they lower the price, they are making something more valuable to more people. However, lower prices reduce commitment, and commitment is what turns information into outcomes. Price is not the same thing as worth. Price is a signal. It communicates who something is for, how it should be approached, and how seriously it should be taken. In most cases, people use price to orient themselves before they ever engage with the content. Buyers decide value through action, not agreement. If someone pays and applies, value is created. If someone pays and disengages, value collapses regardless of how good the material is. This is why value cannot be imposed. It has to be recognised. It only emerges when the buyer meets the offer with attention, responsibility, and effort. Sellers often carry unnecessary guilt here. They feel responsible for whether someone extracts value. In reality, the seller can create conditions, but the buyer completes the equation. When you understand this, pricing becomes clearer. You stop trying to convince. You stop trying to rescue. You focus on clarity, standards, and alignment. Value is not something you give. It is something that happens when the right person engages in the right way. Take one and answer honestly: - Where have you seen value collapse because of disengagement rather than poor quality? - Have you ever paid more for something and taken it more seriously? What changed? - Where might you be carrying responsibility for outcomes that are not actually yours? - What does your current pricing signal about commitment and expectations? - If buyers ultimately decide value, how does that change the way you think about selling? No right answers here. Drop your thoughts below⬇️