Every transaction ultimately includes one element.
And it’s not money.
It’s not services, products, etc. Sure, you need those, but they vary.
Ultimately, every transaction includes this:
In every deal, one party assumes the majority of the risk.
And, sure, tactically and strategically, we can take steps to reduce the risk on the part of the buyer…
And therefore reduce friction on the deal..
But ultimately one of the parties in the deal has to take a leap of faith.
There’s an important mental question we have to ask ourselves before every deal…
#marketing #consulting #business #success