Could. Should. Would. Want.

We spend a lot of time in our lives working on coulds, struggling through shoulds, planning woulds. But want is where our attention goes. We want what we want and that’s all there is to it. Often we cannot explain why, nor need we. No explanations are required for the things we desire, they just are. I listen to my clients tell me about the sorts of business they are intending to create and I know it’s often because it seems sensible, it’s because they could, should, would. But the older I get the more often I ask my clients: […]

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