If people really saw my work, they’d immediately understand that I ______.

I had a conversation yesterday that reminded me of a pattern I see everywhere: People want outsized outcomes… but try to win them with average inputs. They want to charge premium… but show up standard. They want referrals… but produce no evidence worth talking about. They want to be chosen… without doing anything that makes the choosing obvious. The truth: Most markets aren’t won on effort. They’re won on signal. The signal is: “I’m the kind of person who delivers this level of work.” And unfortunately, you can’t fake that signal for long. You have to pay for it. With money, or time, or expertise, or sweat, or risk. When people hesitate, the hesitation usually isn’t about cash. It’s about identity: “Do I see myself as the kind of person who does it at that level?” Cutting corners protects margin in the short term, but destroys positioning in the long term. Here’s the question for us as a group: Where are you currently under-investing in the very thing you want to be known for? Is it: - Production value? - Customer experience? - Fit and finish? - Follow-through? - Proof of work? - Storytelling? - Performance? - Talent? - Assets? - Training? - Hospitality? - Something else? Drop yours below. Curious what comes up.