“The reality is when we try to sell passively, we communicate a lack of belief in our product. When we don’t ask clearly for the sale the customer senses weakness; they sense we are asking for charity rather than to change their lives. Customers aren’t looking for brands that are filled with doubt and want affirmation. They are looking for brands that have solutions to their problems. If we can change our customer’s story for the better why shouldn’t we be bold about inviting them to do business with us?”

A pretty good Airport-Bookstore Business-Book. Occasionally repetitive in the both the statements it makes and the pop culture examples the author draws from. I think Miller has some really good insights on how to utilize current marketing tools but keeps things rooted in the idea he introduces early on: don’t pitch your business to people as if you are a hero they can join; instead treat them as the hero on The Hero’s Journey and offer your own services as a guide along their way to victory.