To help our customers make meaningful decisions, we must first create a safe environment. A space where trying something new feels less risky, where mistakes are not only expected but encouraged, and where curiosity beats judgment.
Safety alone isn’t enough, though. We need them to be enrolled, genuinely interested and invested in the possibility of change, and to see themselves in the story we’re telling.
Then we can introduce more tension. Challenge existing habits, question comfortable assumptions, and push beyond the familiar.
This tension often reveals gaps. It shows us where we’re not as competent as we thought and exposes the distance between who we are and who we want to be.
And that’s where we find revelation. In the space between safety and tension. Between what’s comfortable and what’s possible. Between current habits and desired change.
The job is to create conditions where our customers feel so safe that they want to enrol. Then we must consistently create enough tension to have the transformation we seek.