"You Must be Out of Your Mind"

The number one fear for the human mind is uncertainty, number one. So if you provide an environment of uncertainty, they're going to be constantly looping through how to protect themselves. But when you provide the safety, the ability to feel safe and certain about, they're not going to get pushed into something they don't want to do. Then all the guards come down.

Well, I'm glad you said that, because one of the things that I've that I tell my people all the time, I said, what you're selling, you're selling one of the rarest commodities on Earth. You're selling certainty in an uncertain world.

That's it. Because that's the number one fear.

It is the number one fear. It's just how you. How you prevent, I mean, or how you present. Getting that certainty is what makes all the difference.