Everyone wants certainty. In a 100% uncertain world, absolute certainty sells. People pay for certainty. Certainty comes in several forms: warranties; contracts; insurance; annuities; beliefs. We enjoy the peace of mind certainty brings with it. It’s rare to have anything be certain in our life. Most things and people are variable or otherwise unreliable. We pine for the sure thing.
The leader who brings certainty to us has our ear. The one who brings conviction and strongly held beliefs transfers confidence to his constituents. We follow those who exude this strength of will. We vote for them. They get our beliefs. They share our values. We feel we know them.
We desire certain things and people because we’ve been burned by things and people so often. We’ve been swindled. We’ve been hustled. We’ve been taken advantage of before. We’re not only tired of the mistreatment; we’re tired of being alert and forecasting the mistreatment. We desire certain things and people because we’re tired.
The exceptional salesman sells with absolute certainty.
What is more compelling and exciting than absolute certainty? If you can sell with certainty, you’re golden. Providing your market with a sure thing is a lock. What can penetrate or displace a sure thing? Nothing. Even Gordon Gekko desires sure things. The exceptional salesman sells with absolute certainty.
Structure, discipline, and boundaries are sure things if you make them so.
Children desire certainty. They want sure things. While they’ll never admit it, they want structure, discipline, and boundaries. They want parents who enforce these every day. The hard part is remembering to not only enforce them, but to do so relentlessly. The rules are the rules. Structure, discipline, and boundaries are sure things if you make them so.