Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Business is simple, and it's elegantly simple, but it's not easy, right? Because of what you have to overcome, if you are in a service business, you are doing your service so your clients don't have to change their behavior, okay? What do I mean by that? I had a landscaping company, right? If you owned a building, I'd do a service of cutting the grass so you don't have to go out and do it.

You don't have to change your behavior and become a lawn cutter. I cut my grass so you can continue to be the building manager. However, if I'm in the product business, I build a product so you will change your behavior.

It's exactly what it's designed for. If I make this great TV with all this capability, you're going to have to use it as a monitor. You're going to change how you use the TV.

So in order for me to do that, I've gotta convince you that I either have the right service or I have the right product. And my product is so good, I want you to change your behavior. And my service is so good, you're never gonna have to change your behavior, right? The done for you part.

So that's the relentless, never-ending part of business, sales and marketing, where I have to message and convince you to either keep your behavior the same with my service or change your behavior with my product.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.