How to look for value​

Trying to find value for your clients before you know how to look for it is like trying to see the 3D objects in one of those autostereograms from the 90’s. 

Remember those? When your friends were gathered around, yelling, “Look! A dolphin! A pirate ship! Palm treeeeees! … Soooo coooool!!!!” 

And you’re standing there… and … all you see is... dots.
 
You wonder if they’re pulling a fast one on you. 

But then, you learn how to look at the image.

And suddenly, the 3D dolphin pops off the page. 

There it is, like magic. 

You hold your gaze so you don’t lose it. 

Your focus sharpens, and you get better at seeing it.

In the image, 3D objects are everywhere.

And suddenly, looking for more of them gets really fun.

You start seeing things that were always there that you hadn’t known how to see before.

You can find the dolphin, the pirate ship, and the palm trees anytime you look. 

And once you know how to see the objects, you can't unsee them. 

…

Looking for value works the same way. 

Once you learn how to look for it, you can start seeing it. 

Once you start seeing it, you start seeing more of it. 

Once you start seeing more of it, you get good at it, and looking for it gets fun. 

Once you know how to find it, you can see it anytime you look.  

Then, you start seeing it everywhere. 

Once you know how to see it, you can’t unsee it. 

...

You just have to know how to look.

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