How do you save your customers time? How do you eliminate massive amounts or even minimal amounts of pain for them? Look at someone like Uber. A lot of people don't like Cooper. A lot of people don't like some of the shenanigans of the founders. We'll leave that as a debate for another day.

But here's the thing about Uber. I know personally, it's changed my life because in the old days, I fly to a city. It's a cold, rainy, windy night, and it's nine o'clock and I'm in some city on a Sunday night. It could mean I'm spending an hour and a half freezing to death in a line waiting for a cab. These days, I don't do that. I push the button, waiting five, six minutes.

Car picks me up, Off I go. So I saved almost an hour and a half wait time and I've eliminated all the pain of standing outside. Hole, freezing raining night. And in most situations, I've saved money, too. So there's three very specific things the Uber service did for me. Now, you might not be doing something quite that wonderful, and therefore you don't have a multibillion dollar company like Uber.

But you've got to think in those terms. What are you doing that dramatically, dramatically saves time and money. When someone hires me to teach them how to be a better speaker, I'm going to help them get rid of their nerves be much more interesting and memorable. And I'm going to teach them how to prepare a lot less time than what they've been doing for their presentation. So you got to look at it through that lens. Regardless of what service you're doing, whether it's landscaping, meditation, yoga, or software development.

How are you truly saved me people? time, money in eliminating their pain.