A business, for most owners, isn’t just a business. It’s identity. It’s proof of something. When you’ve poured years into building it, being asked to plan for its potential collapse feels like being asked to plan your own funeral. Nobody wants to sit with that.

Everyone can offer amenities and force employees to be friendly, but that's not the real story here. JetBlue is an efficient machine that minimizes waste and squeezes every cent in profits.

If you say "it's free" I know it's too good to be true. A (not so clever) manipulating approach rooted in used-cars sales tactics, "I'm so sorry, that Tesla for $99/month lease was just sold. But, I have other models available at a very competitive price."

Just because I was on that page doesn't mean I was ready to buy. You have a right to follow up but don't use 19th-century scare tactics (they don't work anyway) - everyone does, we’re numb to it and this approach is not effective.

It is really hard for us to embrace that, rarely if ever, an email will bring everything to a full stop; all of my contacts have my cell number - if it’s an emergency, text me. My kids know that a text with just 911 means I need to call them right away.

In our quest to always grow our business, we often neglect what is obvious and literally right under our feet. The latest in marketing and sales technology that promises 10X growth with a push of a button sweep us. It rarely, if ever, works.