The call centre operator insists ‘this is not a cold call’.

She knows time is running out, so she desperately accelerates her sales pitch, speaking without pausing to either breathe or listen.

She was trained to believe it is possible to close the sale if she can just impart all the information in her script.

Sadly, she has been misled.

The best entrepreneurs know permission is a requirement, not an option.

That people rarely make decisions based on the facts only.

And that stories create value.

The best entrepreneurs know patience trumps pressure and trust takes time.

That generosity and empathy are underrated.

That giving a damn is seriously underrated and caring is a huge competitive advantage.

And that there is no shortcut to mattering.

The best entrepreneurs know every day starts with a choice.

That we can choose to care and take a long term approach or take the shortcuts and hope to get a smash and grab sale.

Which will you choose today?