Southwest didn't lose me because they became a bad airline. They lost me because they stopped being Southwest. The things that made them special gradually disappeared. And when a business becomes more like everyone else, customers start treating it like everyone else.

Here's why this works. When people feel like they're being sold, walls go up. When people feel like they're receiving value, walls come down. The difference is subtle. But powerful. Instead of sounding like a salesperson chasing business... you sound like a professional sharing information. And professionals attract clients. Salespeople chase them.

You don’t get paid for being busy. You get paid for outscoring. So if you want to grow your business: Do fewer “impressive-looking” activities Do more income-producing, trackable ones. Double down on what actually converts. Your ego might miss the likes…But your bank account won’t.