I trust no one, not even myself
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You’re not the hero—you’re the Yoda, not Luke. Customers trust guides who show both empathy and authority. That means saying:
“I get it. I’ve helped others. I can help you too.”
No one’s looking for a brand to worship. They want one that s...
I want to have a good time myself. I don’t want to dread going to work no matter what the gig is.
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