Your prospects don't see the world like you.

It's a common misconception to assume that others see the world as we do. That they see the same opportunities, the same vision and the same setbacks.

An even more common mistake is to assume that our friends and family members, given their closeness to us, see the world as we do.

But they don't.

Because one's perception of the world is based on their own experiences, beliefs and fears. As some like to call it, "the story" they tell themselves.

The degree to which you understand their reference points will determine how easily you will find marketing and selling to them.

The pitfall, I suppose, is that sometimes we enhance an already flawed "story" because that story is what sells. It’s proven.

Focusing on one’s fear of being obese as to sell your next weight loss regimen.

Creating a fear of disaster so that people swarm the super markets and buy out the entire store.

These are real challenges to anyone willing to stand on a soapbox of any sort and talk.

The opportunity is in finding your own moral fault line. The one you don't cross.

For marketers and sales folks, the easiest road (but not always the most successful) is always to induce fear, persist with aggression and sell with the ever so prevalent “cheapest and fastest” line. It’s always there, waiting for the professional to use it at any given moment. That is a race to the bottom, utterly futile and wretched in my opinion.

The other option involves reaching. It’s about earning someone’s respect and trust and nurturing it for the long haul.

But it begins with understanding who you’re talking to and realizing that they are not, for better or worse, just like you.