One of the things that I strive to NOT do is to sell the dream. But one of the things I'm realizing I need to do more is sell the reality. Selling the dream is selling someone unproven results. Selling the reality is selling someone actual experiences and proven results. It's incredibly hard to sell the reality in the beginning. You haven't helped anyone realize their goals or solve any of their problems. But that's part of our job as creators: We can't just hand someone something and hope it all works out. Business is an exchange in value. As I've learned the past few years, selling becomes so much easier when you are actually delivering REAL value, not just perceived value. Hope you enjoyed this episode from my psychological couch! Get ready for BuyOurFuture.com updates after the launch on Tuesday, September 26.