Knowledge/ability + application of it in a specific way = skill Skill + serving an unmet need = advantage But there is more to know. To do better than everybody else, you need both: · the skills · to be a good performer. Performance is not deceitful; it’s a part of life. We act differently towards our children and differently when with friends. That means our customers/clients need to see a different persona, too. When people try to counter this notion, I ask them to go to the website that sells domains and see how the prices differ between .com .ai .io. vesus xyz. space. The same domain with a different suffix can be worth hundreds, if not thousands of dollars more, and does not cost more for that company to provide it to a prospective customer. Humans desire illusions. We can’t deny it. They also want them for various reasons. Just because you would not personally entertain wearing a certain mask does not mean that others would want the same. People differ in their tastes, aspirations and desires. However, if you want to offer them something valuable, remember one overarching idea of direct marketing: convince them that you belong to their tribe or represent the tribe they would like to join. This also pertains to your own image. Who that character is perceived as, along with what they are capable of delivering, opens the door to multiple financial opportunities. The purpose of wearing the mask is to make the recognition of the value of your service or product easy. Practical tip: To find your ‘mask’ realise how the majority of people with your skills do the same job you do and figure out how you can do it your way. Then you need to find the people who appreciate you doing things your way, and convince them that you’re from the same tribe, the tribe they aspire to belong to, or the tribe they would like to co-create with you. For many people, performance is a psychological shield. They would most likely ignore these tips. This is something to be aware of. It is best to strive for emotional detachment, so each ‘mask’ is considered without moral judgment. You would know you’ve attained this level of detachment if the only criteria you use to judge a ‘mask’ is how well they play their role. When we judge, we place ourselves either below or above other people. Such an attitude is not conducive to playing the game with the greatest impact.

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