All purchases involve a decision. Yes or no, this or that, now or later…

But it’s helpful to realize that all decisions involve a purchase.

When we decide to spend time or take a risk or make a commitment, our brains act in a way very similar to how we choose to make a purchase.

When you talk about a non-profit, introduce a new sort of behavior or invite someone to follow along, you’re actually selling. Finding the empathy to treat it like a purchase is worth the effort.

Even if it doesn’t cost money. Especially then.