So, Here's My Story...

College is a really big buying decision, and it can teach us a lot about buying decisions in our business, and why it’s important to not just give information, but connect to wants, desires and fears. And potentially, to help people discover wants they didn’t even know they have (like bespoke librarians!) Why is that important for business?  When making a sales or onboarding presentation, it can be interesting to notice what businesses (or colleges) decide to highlight. With colleges, you are speaking to prospective freshman and, often, their parents about one of the biggest decisions they will make, and you have the opportunity to speak to all of their wants and desires and fears. But if you focus instead purely on information – like tuition and financial aid – you miss an opportunity to connect on an emotional level. And ultimately, these are emotional decisions.  These conversations are an opportunity to reflect your values. Too often, in a misguided perception of what people actually care about, we miss a