We can’t tell the future. All we can do is use the information we have at hand to make the best decision.

And that’s what your customer has to do, every single time you market to them.

In marketing you can choose to be in a race and pass people on the same path as you, or you can choose to make your own path.

One is based on comparison – the “wining” or “losing” finite mindset of scarcity.

The other is based on possibility – the infinite mindset of abundance.

You don’t buy a mattress you hire it.

You don’t buy a mattress for the sake of buying it. You buy it to help you do something.

It maybe better sleep. It maybe for better recovery from your athletic training. Maybe you hire your bed for sleep measurement.

Maybe you hire it for your sleep disorder.

The point is, no one ever bought a mattress – they hired it to do something for them in particular.