Chapter 12. SHOWBUSINESS
In which we discover the surrounding magic that makes our core skills attractive
Before we move forward, this putting on a show thing is worthy of further comment. The fact is that most of us don't (put on a show, that is)! We get obsessed by what we do, and we think that just because what we do, sell, or make is good or even the best, people will be obliged to buy it.
When I speak to my business start-ups, they all list their skills, talents, and products, but that is not what we humans buy. We buy the package, the experience. Think about this. Disneyland is a funfair where machines whirl you about in an attempt to make you chuck. If a funfair arrives at your town, you pay a pound or so for a ride and don't feel that it ...
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