Hey Reader,

We’re keeping it real today—this isn’t our usual polished, structured newsletter. It’s been one of those weeks, and if you’re anything like us, you know how it goes. A million moving pieces, and somehow you’re supposed to keep the big picture in focus, right?

But instead of skipping, I wanted to drop something quick, honest, and useful—because that’s what we do here.

So here’s one big idea to carry with you this week:

“Don’t sell the plane—sell the destination.”

When you’re pitching, emailing, or creating any kind of messaging, remember: people don’t care about the tools—they care about the outcome. What’s the transformation? How will they feel when they get there?

For example:

• Plane: “We offer a software that automates your email workflow.”
• Destination: “You’ll never miss a lead again, and you’ll save 5 hours a week to focus on closing deals.”

This resonates because it’s not about convincing. It’s about showing people you get what they want—and you know how to get them there.

And here’s the thing:
We’ve all been there—caught up in selling the details instead of focusing on what really matters to the person on the other side. But the magic happens when you speak to what they care about most: the result, the win, the thing they’re chasing.

Because at the end of the day, that’s what connects us: figuring out how to create work that moves the needle, solves the right problems, and gets people to say, “Yes, that’s what I need.”

So here’s my challenge to you this week:
Take a second look at how you’re framing what you offer. Are you selling the plane—or the destination?

Hit reply and let me know how you’re thinking about this—I’d love to hear. Who knows? Maybe I’ll share a few killer examples from this group in a future email.

I'll see you next week!

All my best,
Justin

P.S. Got a messaging challenge or stuck on framing your “destination”? Reply to this email, and I’ll help you out.