On the one hand, we are all the same. We are humans, we all have needs, we have back stories, we have histories, we are part of families, part of a culture, part of tribes.

And yet, people don’t want, what we want.

We often think that because the first is true, we think people want what we want.  We forget to listen, to ‘see’ people for who they are, to leave ‘us’ behind, and our assumptions at the door.

When are communicating the value we bring, we need to communicate, not in the way that makes sense to us, but what connects with our audience.  When we are in the process of change, we need to remember people are not the same, our wants are different.