That’s not business. That’s a behavioral distortion. Specifically: “should” statements. Those rigid little lies folx tell themselves when envy and entitlement start to bubble up in a comparison situation.
This distortion convinces folx that what you have should’ve been theirs or should’ve cost you more to earn. And it shows up in brand behavior as resentment, comparison, and undercutting, from your audience and from you.
Sometimes they wanna throw out the whole business and start over. What kinda shit is that? It's real shit, and I've been there. But here’s what I’ve learned over years of doing brand strategy, a restaurant hustle, and consulting with brilliant but overwhelmed folx with beautiful ideas:
