If You Can't Show The Change, You Can't Win Them

Most brands talk as if their customers lie awake at night thinking about them.

They don’t.

They never did.

They never will.

They don’t care about you.

They don’t care about your company.

They don’t care about your founding story or your noble grind.

They don’t even care what the product is.

People do not care.

Not about you, at least.

They only care about one thing.

What does this do for me.

What do I get.

What changes in my life the moment I say yes.

Do I get healthier?

Wealthier?

Or wiser?

Three words that all open the same door — the future they want but can’t reach alone.

Because every purchase is a small bet on tomorrow, not today.

How many times do you talk about the future on your landing page, in your pitch, or in your deck?

Brian Tracy wrapped the whole thing in this video with a brutal ratio so sharp it’s impossible to forget once you hear it. 

Brian is typing now:

They want an improvement in their life. 

A result. 

A benefit. 

Or highest of all is a transformation.

They want to be transformed.

Fifteen per cent of buying behaviour is determined by the past.

Eighty-five per cent of buying behaviour is determined by the anticipated future.

What is going to happen as a result of me buying?

When a customer looks at your product, they’re running a quiet film in their head.

Not a checklist.

A prophecy.

Will this change how I feel?

Will this change how I show up?

Will this change what I believe about myself?

Will this make tomorrow’s version of me someone I actually want to be?

If the answer is no, they vanish without a trace.

If the answer is yes, they buy.

Because that’s the real meaning of the ratio.

People don’t buy a better product.

They buy a better version of themselves.

It reminds me of a line I’ve once heard: 

The mind, once stretched by a new idea, never returns to its original dimensions.

And that is exactly what great brands do.

They stretch people beyond who they were when they arrived.

If all you do is solve problems, you pull people back to zero.

You patch the leak.

You quiet the noise.

You remove the pain.

Useful, sure.

Memorable?

No.

Nobody builds a legacy off “you got me back to normal”.

Because the mind works like heat-stretched steel.

Once stretched, it never snaps back to its old shape.

Once a customer glimpses who they could be, the old “just fix my problem” self doesn’t survive the moment.

A solution gets you out of the hole.

A transformation makes you the kind of person who never falls into that hole again.

One takes away pain and resets you.

One gives power and redefines you.

And people will crawl through broken glass for the second one.

PS. If you don’t know jewellery, know your jeweller. That’s Buffett’s rule. It’s the same with messaging. Smart ideas die in boring words. If you don’t know the game, find a partner who does, because your reputation is on the line. I help thinkers, rebels, and disruptors say what they mean and make it stick.  Step up. Bring your message. I’ll bring the punch. You’ve got one shot to say it right. I’ll help you take it.