You’re Not Selling Products. You’re Selling Proof You Give A Damn.

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I’ve worked under a lot of bosses who had one mantra: sales, sales, sales.

Didn’t matter if it was marketing, branding, PR — it always came back to “how much are we selling?”

And look, I get it. We’re not running charities here.

But if I’m honest, that mindset never fully clicked for me.

Because deep down, I always felt like we were skipping a step.

People don’t just hand over their money because you showed up.

They buy because they believe you give a damn about them first.

That idea stuck with me — and recently, I finally found the perfect words for it:

What Changed My View — For Good

The quote that hit me was this:

“They don’t care what you know, unless they know that you care.”

Let that sink in for a bit.

That line stopped me in my tracks because it put words to what I’d always felt but couldn’t articulate.

You can have the smartest strategy, the flashiest creative, the most polished product.