If you only sell your product or service as a thing, you’re competing on features, price, and empty promises. You’re marketing yourself as a commodity, no different from the next option in a Google search.

But when you shift your perspective and see your role as bridging the gap, everything changes.

You’re no longer selling coaching sessions, software, training, or consultancy.

You’re selling transformation a bridge from where someone is now to where they desperately want to be.

That bridge is what people are really buying.