I’ve learned that the honest thing is rarely the sellable thing. Sales and marketing often run on fear – selling safety, belonging, certainty, the promise that no one will be left behind. It works, but it’s sleazy. The moment you start appealing to fear, you’ve already stepped out of honesty.

There’s another way, quieter and probably less efficient. It doesn’t try to convince anyone. It just names something true and lets people decide for themselves. It spreads slowly, but it doesn’t corrode the soul.