We’ve all been in a room pitching something. An idea, product, ourself.  

You’re telling a story.  And, everyone is being polite and saying things like “interesting.”  

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Sorry, but nobody in history has signed a check for something ‘interesting.’

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Then all of a sudden, someone in the room finally ‘groks’ it; they love it or they hate it. But, they get it.

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Remember what happened next?  The person’s body language changed. Their eyes dilated. Then enthusiastically said something like, “cool.”  And, almost telepathically, the rest of the participants start to get it too.  ​

Cool is where everybody selling wants to be.  
 

Getting to cool quickly is the challenge.