Drug-dealers vs missionaries

Drug-dealers and missionaries have a lot in common.

They’re both out there trying to create conversions, albeit for very different reasons.

Their messages are different, but they use the same pattern:</p>

• Drug-dealers: Buy this. It’s easy. They don’t understand, you need this.
• Missionaries: Join us. It’s hard. You’re not alone, I know how you feel.

When approaching the marketplace, every team follows the handbook of one of these two things. One coerces and traps. The other serves and supports.

Which best describes your team? Is that the answer you want?