"People don’t buy what you do, they buy why you do it." This principle has been my guiding motto throughout my decades in the fitness and wellness industry, and it’s a philosophy I now share with others. I’ll be the first to acknowledge that succeeding in any business is challenging, especially in the fitness and wellness field. The reason is simple: we’re offering a product or service that aims to help people reach their goals, but those goals haven't been achieved yet. What I’ve learned from years of experience is that success isn’t determined by what you sell or how you deliver it—it’s about understanding why a customer would even care in the first place.

But don’t worry. For over a decade, I’ve been emphasizing the importance of the customer journey in business. The most critical point to remember is that it’s not about your product or service—it’s about why the customer wants it in the first place. Once you understand that, you can position yourself as the solution to their needs. Remember, it's not about selling; it’s about helping people achieve their goals.

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