There are three stances. Whether it is a project or a product… It might also apply to your life right now. Our dexterity to swiftly change stances might just be the difference between getting a hit and getting hit.


This is where you go for their head. Your statement is bold and audacious. We do X better or faster or cheaper and your goal is for people to switch to your product.


Here you are just improving yourself, getting more reach, more power, stronger. After all, the best offense is a good defense, right?


And here are the magicians, those rare few that find a magical insight and switch things upside down. Here are the Netflixes and Apples changing our basic human behaviors.

Look to your hands and see how you are gripping your sword before you make your next swing.

Image by Vicki Burton

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