As I take a break from The Blue Square Method, I went for a walk past a Steak House here on the ski hill that won't reopen for a couple of weeks, and I'm reminded of the best two minute video on sales created by Elmer Wheeler in the 1940's. One of his 5 principles was "Don't sell the steak, sell the sizzle." Of course he was referring to the experience more than the thing itself.

In other words, it's not what your value is, it's what your value does. It's not what you do but what the client wants and how you get them there that matters. Your clients want, among other things, to achieve a work-optional lifestyle. To be liberated by financial independence to pursue all their aspirations. To go to work because they want to, not because they have to.

As I write this, I'm sitting here in our place in the mountains, I did a webinar in my makeshift "studio", a couple of calls and plugged away at a book. Pretty lucky. My team is humming along back at the office, my wife is holding down the fort and my kids are studying away. I bet it's only the dogs that noticed I'm gone. We're in an amazing era to be portable, flexible and have goals that seem so lofty and yet are attainable. So always remember the impact you can have on the lives of your clients.