In the end, what every business seeks is commitment – from our customers, our staff, our partners, and our entire collaboration universe. Commitment erases friction, creates momentum and drives substantial profit.

But in a world where most everything our companies offer can be acquired somewhere, perhaps even from our own company, for free, how do you create the kind of company, product or service that drives people over the edge to commit – to pay for something that’s available for free, to evangelize something for no tangible gain, or to pour their heart and soul into building something that yields far more than a paycheck or a promised result?

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Here’s a quick marketing tip for you:  Did you know that when confronted with a number of purchasing choices, if the potential purchaser is only familiar with one of the options, they are massively more likely to buy it?

Well, it’s true!

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