3 Hacks to Accelerate Your Startup's Growth

3 Hacks to Accelerate Your Startup's Growth

Easy ways to get more customers and funding

Growing a startup from scratch is like jumping out of an airplane and trying to make a parachute using a thread and needle as you plummet towards the earth.

You want to create the first-ever of something but resources are limited and time is running out.

To raise your next seed round you need case studies, but to get case studies you need a round of funding.  

Sometimes it's fun and exhilarating, but the other 23 hours a day you feel like you're gasping for air as you wonder why you left your regular job.

Unfortunately for entrepreneurs, the odds are not in your favor. In fact, over 95% of seed-stage startups fail to raise a Series A.

However, there are startups who do succeed, and get successfully acquired or even go public.

What separates the winners from the losers?  There's a lot of factors, and it's not always easy to draw correlations. 

However, there are three hacks that many startups have used to become successful:

1.  Leverage the Latest Technologies

When you're building a new company, it's not easy to do it alone.

Many companies will try to build software that makes their day-to-day tasks easier.  In some cases, this works.  In most cases, building software that isn't tied to the company's core value proposition only serves to take away time and resources that could be spent on product iterations and important tasks.

While large companies have the luxury of outsourcing some of their tech needs and purchasing expensive software platforms, startups don't have the budget for this.

Fortunately, there are a few options for startups who need fast growth but don't have the funding to support an enterprise-grade software.

HubSpot's Startup Software enables startups to manage their entire online marketing regimens from one single platform, at a price point that any seed-stage startup can  afford.  From SEO, to content marketing, and from lead generation through lead conversion, the platform provides startups with a top-to-bottom marketing solution that replaces software like Wordpress, Yoast, Hootsuite, Buffer, and Mailchimp. 

In addition to HubSpot, Mixpanel has a soft spot in their heart for startups.

As mobile apps become increasingly popular and many startups build their business model on mobile, it is becoming increasingly imperative to be able to measure the ROI and understand the activity of your app.  Without understanding user behavior on the app, startups lack the information to iterate effectively.  Mixpanel has been a saving grace for many startups who need the data on their app but lack the budget. 

2. Customers Before Product

Many entrepreneurs make the mistake of believing that "if we build it then they will come."

Some of the smartest tech gurus and innovative minds believe that if they create something valuable then people will recognize its value and adopt the product. Unfortunately this is far from true.

Even if you create something so unique and valuable that it has the potential to provide value to virtually any user, this doesn't mean that your customers will understand, believe in, or even recognize its value.

Rarely do people adopt a new product without some sort of encouragement from a friend.

Rather than relying solely on the merit and functionality of your product to attract users, your goal should be to go out and get those users yourself. Promoting your product and selling to customers should be a key focus if your goal is to have your product be absorbed.

Don't wait for your product to be perfect; ship it, test it, and iterate.   Lean practices are what helps keep your startup afloat.

3. Build Your Brand Today

As the saying goes, "fake it till you make it."

Even though your startup might not currently have the success you hope it one day achieves, success begins on day one with the image of your company that you create. The way that the world sees your company, the way that your customers and investors perceive and understand your brand - that is the basis of your success.

If you can grow a strong, unique, enticing brand early on it will parlay into long-term success. Branding is about understanding your customers and investors, understanding what they want, and catering to that perspective. All else being equal, a strong brand will be the deciding factor for many prospective customers and investors when deciding which company to support.

The reason why branding is so important for the growth of early stage startups is because everything is speculative at that stage. Startups don't have the long-term proven success, the customer base, the proven product, or the tangible metrics to demonstrate their value.

There simply isn't enough substantive value in a pre-Series A company to factually illustrate their value to the market. Thus, people rely on brand when evaluating worth.

Get press and focus on marketing.  Don't wait for people to know your name - tell it to them.

4. Leverage partnerships with other entrepreneurs

There are countless other startups in the same position as you.

Rather than observing passively their actions and progress, try establishing a mutually beneficial relationship to learn from each other's successes and failures. Often times, people who are in a similar situation as you have things they can teach you.

Also, because of their relatively small size, each startup usually has a weakness. By talking and spending time strategizing with other startups, you can more easily define and ameliorate your weaknesses and continue on your path towards success.

Thanks to Jake Newfield for writing this article.

5 Tips for Creating a Beautiful Business Website

5 Tips for Creating a Beautiful Business Website
Small businesses need strong websites to help inform and sell potential customers. Use these five tips to make your website design a success.

1. Quality over quantity.

When it comes to designing and developing a website, many small-business owners bite off more than they can chew. Often times, I talk to small-business owners who list off feature after feature and page after page that they want built, but they don't have the five-figure budget that comes with it. I'm here to say, that's OK! When building a website for your small business, quality trumps quantity. It is much better to start out with a small, high-quality website than it is to spend your resources on building a giant site. Why? Starting small means you save money, since there's less for you or an agency to build. Also, it gives you the ability to focus your time, energy, and money on building out the most important parts of the website, such as:

• Making sure it loads quickly (under three seconds)
• Making the site mobile optimized (responsive)
• Creating an informative customer experience

2. Make your call to action strong and visible.

You should treat your website as a salesman; it's job is to generate leads for your business. The only way it can do that is if it has a strong and visible call to action on it. The best calls-to-action are incentives that give the potential lead a reason to take the next step and buy what you sell. Here are some great incentive-based calls-to-action:

• "Contact us today for your free consultation!"
• "New customers receive 10% off their first purchase-contact us today to claim yours!"
• "$100 off your purchase with this printable coupon. Bring it in today to save!"

If your business can't use an incentive in its call to action, you still have one option. You'll want to make sure that your call to action is clearly visible and leads to some medium whereby a lead can contact you. This medium can be a contact form, a phone number or even an email address. However, to maximize leads generated by your website, you'll want to put the call-to-action in a place that is highly visible on your website. Great placement options include: highlighted in the menu bar, center of the page when loaded or in a floating sidebar.

3. A picture is worth a thousand words.

A great website (one that generates the most leads) uses both content and media (such as pictures and video) to tell your business' story. A lot of small businesses get the content aspect right but miss out on the media part, which is just as important. A picture can sell your service much better than anything you write. Here are some examples:

• If you're a restaurant, you should have pictures of menu items to make the visitor crave your food.
• If you're a law firm, you should have headshots of all your employees to create trust.
• If you're a clothing store, you should take pictures of all clothes in stock and show them on your site.

Visuals help sell your product and, when it comes down to a consumer making a purchasing decision, it could be the reason why they choose your business over a competitor's.

4. Get inside the head of your customer.

When designing your small business website, the most important question you can ask yourself may also be the simplest: "What information does the customer want when coming to this site?" Answering this question will help you create the foundation upon which to build your website. If you find yourself scratching your head trying to determine the answer, don't worry. The best thing you can do is ask your current customers if they've accessed your website within the past few months. If so, what information were they trying to get out of it? This will help you understand what content you need to have on your website.

5. Mobile responsive and quick loading times are necessities.

When it comes to the technical side of building the website, you don't need a lot. That being said, you do need to ensure that the website design agency you choose builds it to be mobile responsive and load in under 3 seconds. Mobile web viewing is starting to surpass desktop viewing and although the user is accessing the same content, the device is much smaller and has limited access to fast internet. That means your website has to fit their screens device and load on it quickly or they're going to leave. A study by Adobe has shown that 39% of people will stop engaging with a website if images won't load or take too long to load.

Thank you to Dan Scalco for writing this article.

8 Highly Effective Habits That Helped Make Bill Gates the Richest Man on Earth

8 Highly Effective Habits That Helped Make Bill Gates the Richest Man on Earth
Adopting these habits may not make you a billionaire, but it will make you more effective and more successful.

1. He's always learning.

Gates is famous for being a Harvard dropout, but the only reason he dropped out is that he and Paul Allen saw a window of opportunity to start their own software company. In fact, Gates loves learning and often sat in on classes he wasn't signed up for. That's something he had in common with Steve Jobs, who stuck around after dropping out of Reed College, sleeping on floors, so that he could take classes that interested him.

2. He reads everything.

"Just about every kind of book interested him -- encyclopedias, science fiction, you name it," Gates's father said in an interview. Although his parents were thrilled that their son was such a bookworm, they had to establish a no-reading-at-the-dinner-table rule. That love of reading continues, with Gates publishing an annual list of hisfavorite books of the year. Reading a lot is a great habit to cultivate. Just don't do it while having dinner with your family.

3. He gives credit to others.

When asked in an interview to name the best business decisions he'd ever made, Gates replied, "I'd say my best business decisions really have to do with picking people." Even though he and Allen have had a complicated relationship, he went on to say that choosing Allen as a business partner was at the top of that list. We all need to be good at promoting ourselves, but it's smart to give the credit to the people you work with whenever possible.

4. He trusts his own judgment.

You can have a really good career if you always listen to other people's opinions and predictions. But to have a breakout career like Gates or Jobs, you need to listen to yourself first and foremost, even if the entire world is telling you you're wrong. That's what happened when Gates and Allen launched Microsoft. In a speech, Gates said the company was "based on this wild idea that nobody else agreed with -- that computer chips were going to become so powerful that computers and software would become a tool that would be on every desk and in every home." Everyone said they were wrong, they launched it anyway, and the rest is history.

5. He's conservative with cash.

"I wanted to have enough money in the bank to pay a year's worth of payroll even if we didn't get any payments coming in, and I'm true to that almost the whole time," he told an interviewer in 1998. "We have almost $10 billion now, which is pretty much enough for the next year." How much money do you have set aside to cover payroll just in case something bad happens?

6. He learns from his mistakes.

In an 2008 interview, Gates credited some of Microsoft's success to his and his leadership team's ability to quickly recognize a mistake, say, "Oops, this isn't working," and try a different approach. He's certainly made plenty of mistakes over the years that he can learn from. Remember Windows Vista?

7. He gets plenty of sleep.

We all know how important sleep is. Instead of bragging about how late he works and how sleep-deprived he is, Gates makes sure to get seven hours a night, because he says he can't be creative otherwise. That's definitely a good habit that everyone should follow.

8. He really concentrates on what he's doing.

Too many of us are easily distracted and guilty of multitasking, even though we know it's dreadfully inefficient. Not only does Gates resist the temptation to multitask, he also exhibits really deep concentration while working on tasks. So much so that he's been known to drift off to sleep while coding, wake up an hour later, and pick up right where he left off.

You don't have to go that far. But the more you can focus on what you're doing instead of wandering away to check Facebook or stock prices, the better work you'll do and the more effective you'll be.

There you have it -- the habits that I believe helped make Bill gates a multibillionaire. Do you agree? How many of these habits will you try to adopt yourself?

Thank you to Minda Zetlin for writing this article.

5 Ways to Stay Productive and Focused All Day, Every Day

5 Ways to Stay Productive and Focused All Day, Every Day
Why discipline, responsiveness, focus, learning, and creating are all goals worth pursuing.

1. The morning routine

I believe a strict morning routine is critical to having a productive day. Here's mine:

• I wake up at 5 a.m. You think better in the morning.
• I read four newspapers (The New York Times, Wall Street Journal, New York Post, and New York Daily News).
• I meditate (badly, but it does stimulate my subconscious and help me come up with ideas).
• I pray (I'm not sure it matters if you have a religion or even believe in God; praying is a good way to think about the people you love).
• I write in a gratitude journal.
• I make a smoothie (for me, it's ginger kombucha, apple cider vinegar, Greek yogurt, spinach, blueberries, turmeric, cinnamon, coconut oil, protein powder, oats, and flaxseed).
• I take vitamins and supplements (multi, D, B, omega).
• I plank, stretch, and foam roll.
• I work out (weights three times a week with a trainer, step mill twice on my own).
• And then I get dressed (working in tech usually exempts me from having to shave or put on a suit, so that helps).

2. Tracking

Nothing happens unless you make it happen, and that only gets done if you vigilantly know what's going on at all times. We have three particular ways of doing this:

• The 7 a.m. email. Every client and every portfolio company of ours receives an email every morning at 7 a.m. listing exactly what's on tap for the day for their campaign, what we're doing, what they're supposed to be doing, and anything else they need to know. It sets the agenda for the day.
• To-do lists. I keep my to-do list for each day on an app called Wunderlist and I check off each item as it occurs (meetings, calls, and anything else I need to do). I am religious about this.
• Health and fitness. The more I know, the healthier I am. So I enter everything I eat and drink, all exercise, any mental activities (meditation, gratitude) into an app (My Fitness Pal). It tracks my steps and all of my intake. I use it to modify my behavior (eating, drinking) and set goals for my health. I am religious about this, too.

3. Know thyself

I founded every business that I own, and each one is directly tailored to maximize and monetize skills, experience, and expertise I've developed over the course of my career.

By definition, this keeps work interesting to me, because it's always up my alley. And that makes it a lot easier to stay focused and on task.

When you're excited about your work, you work harder and do it better. For me, coming up with new ideas and turning them into productive activities (new companies, new campaigns, new things to write about) is exciting, and so it's hard for me to ever be bored.

When you're bored, you make mistakes. And you're not productive. So by making change a constant, productivity and effectiveness both stay high.

4. Mental breaks

Everyone needs some time to refresh. But that doesn't mean you have to just watch TV and learn nothing.

• I volunteer most weeks at a soup kitchen across from my kids' school. I like the cause (which is why it's also the mission of our family foundation) but even more, I like the anonymity and the rote nature of the work. I clean. I chop. I cook. I can be totally quiet the whole time if I want. I don't need to be in charge, be creative, have opinions. And that's really refreshing.
• I read like crazy. And I read (mainly) fiction because it gives me a mental break, and yet I'm still thinking about whatever the characters are going through. It's a way to stay sharp and relax at the same time.
• Podcasts are similar for me. Sometimes they're more on-point for what I do (like Kara Swisher or Tim Ferris) but sometimes it's just hearing smart people (like Bill Simmons) talk about sports. I learn and I decompress.

5. The day ends

My end of the day routine is not as work-focused (mainly because my priority is hanging out with my kids and putting them to bed) but there are a few rules I stick to.

• I go to bed early. I'm usually asleep by 10, sometimes earlier. I used to think I could get by on four or five hours, but now I know that my happiness and productivity require a real night's sleep. So I make a point of it.
• I do not end the day until all emails are responded to, all calls are returned, and the next day's to-do list is written. I believe strongly in being responsive and being prepared, and ending the day without ensuring both is a mistake.

To be clear, everything above is what suits me best, and is the result of a lot of honing over the years. Much of it may not make sense for everyone.

But discipline, responsiveness, focus, learning, and creating are all goals worth pursuing--not just because achieving them gets you what you want, but because the process along the way helps make you the kind of person you want to be.

Thank you to Bradley Tusk for writing this article.

Pokémon Go Comes to the Workplace

Pokémon Go Comes to the Workplace
The viral mobile game has employees stealing glances at their phones and slipping away from their desks.

A middle-aged woman in business attire is staring at the screen of her smartphone as she walks down 2nd Street in San Francisco's Financial District. She appears to bereading email. She pauses when she reaches an alleyway that runs by a fast-casual taco joint and starts flicking her screen with urgency.

She does this for several minutes.

The woman is not checking her emails. She is playing Pokémon Go, and appears to have found what those intent on catching them all call a "PokéStop."

There are few spaces that seem safe from the reach of the viral mobile game from Nintendo, which has seen its market cap increase by $9 billion since last week, when the game's popularity spiked. One Massachusetts man recently discovered his home had been set as a location where players could train their Pokémon. People were reportedly stopping in their cars in front of his driveway to make use of his location.  

The game has also, predictably, invaded the office.

"My place of work is located on a pokestop [sic]...so I have been checking in to the app between emails and projects. This is apparently my life now," an employee at a Washington D.C. nonprofit old Inc. in a direct message on Twitter. She requested anonymity because she didn't want her managers knowing she is playing a game at work. 

While she doesn't know whether her co-workers are playing, she says, "from an in-game perspective, it seems like a lot of people have been playing throughout the work day in my area."

Max Renke, who manages a team of test technicians at the Interoperability Laboratory at the University of New Hampshire, said that while his workplace isn't a Poké Stop, the game is creating an at least minor distraction at work, but it's also bringing people together.

"There aren't any pokestops at my work, but I'm sure if there were I'd be rather tempted to play during the day. I have jumped up from my desk when a co-worker said there was a Dratini outside," the UNH masters student studying computer science writes in a direct message on Twitter. (Yes, he caught the Dratini, whatever that is.)

He says the game isn't exceedingly distracting at work, though he later amends that to note a co-worker of his disappeared for 10 minutes to catch a Nidoran, whatever that is. "Maybe this is getting out of hand," he types.

In a note that has gone viral--though clearly not as viral as the game itself--a manager reportedly warned employees that they will face consequences if caught playing Pokémon Go at the office.

"We are paying you to work, not chase fictional video game characters  with your cell phone all day," reads the note. "Save it for your break time or lunch. Otherwise you'll have plenty of time unemployed to 'catch them all.'"

Causing distraction at work is just one criticism of Pokémon Go, others being that the game can facilitate some unsafe and disturbing situations. A girl was led to the location of a dead body while playing the game, for example. A group of players used the game to lure unsuspecting strangers to their locations, where they robbed them.

But Pokémon Go has also been praised, generally, for bringing people together. And Renke says this is one of the more pleasant effects of the game's popularity where he works.

"Right now, it's not really a problem in my office other than the fact that it has dominated the discussion this Monday morning. My team and I all went to lunch and hit a few pokestops on the way. Luckily, it's not too distracting while at the office, and offers a unique opportunity to all go out and do the same thing for lunch," he says.

Thank you to Tess Townshed for writing this article.

5 Crucial Steps To Building A Personal Brand People Will Pay Attention To

5 Crucial Steps To Building A Personal Brand People Will Pay Attention To
Your personal brand will land you promotions, more business opportunities and a stronger network. Do you know how to get people to pay attention to you?

1. Volume Wins

Cole explained the importance of putting out great content every day. Especially in the digital landscape, quality volume is the winning method. Some people make the mistake of pumping out average or low-quality content. Other people make the mistake of tunnel-visioning on one piece of content for too long.

In order to actually build an audience, attract attention and ultimately build a personal brand, you have to find your rhythm and consistently put out quality content -- whatever that means for you. If that's Snapchat videos, make Snapchat videos every day. If that's Quora answers, write Quora answers every day. If that's Instagram photos, create the best photo you can create, every day, then put it out there and share it with the world.

2. Finding Your Niche(s)

A Personal Brand isn't so much about owning a niche, as much as it is about owning who you are. You have to understand what value you provide that is different than everyone else, then you have to go all in on that. From there, your niche(s) reveal themselves.

In order to find your niche(s), Cole suggests writing and creating a lot of content. You have to experiment and gain feedback before the dust can settle and your personal brand can begin to take shape. This is why starting on social media can be so helpful -- because it gives you access to audiences that can help steer the exploration.

3. Small Wins To Big Victories

Cole's ability to ladder his successes on top of each other are one of the most unique ways he was able to grow so quickly. As he explained it, the first thing he did on Quora was figure out how content publishers like TIME, Forbes, Fortune, etc., source content. Then, each week, he would pitch the people who sourced that content a handful of answers he thought would be a good fit for their publication. Eventually, one of them would get picked -- and then he would use that one small win as credibility for another, and another, until he had an entire arsenal of publication features.

This is what Cole means by organic growth, being able to ladder your small wins up to bigger victories.

4. Expanding Your Reach

Cole will be the first to tell you, however, that it's better to own one platform than to do an average job with a handful of platforms. Before you can expand your reach, it's important that you focus on your strength -- whether that be Twitter, Instagram, Quora, etc. Own one platform, build a loyal following, then introduce them to the thought of following you elsewhere.

Every social media platform should offer something slightly different. That's what is going to keep people interested over the long term.

5. Launch Your Blog

Cole's advice when it comes to starting a blog is to make that the last priority. First, build a following through social media. It is much easier to learn and develop yourself as a thought leader in social ecosystems like Twitter, Medium, Quora, etc., than in isolation on a blog somewhere hidden on the Internet.

A blog is where you share content pieces that are simply too robust for other social platforms. You can't launch an eBook series on Facebook, you need to host it somewhere. You can't launch an online course on Twitter, you need to host it somewhere. You can't write novella-length informational articles on Instagram, you need to host them somewhere. A blog should be your biggest value add to a reader -- which is why you shouldn't start one until you are far along enough in the process to be able to share that depth of knowledge in the first place.

Once you are ready, however, a blog can be the final piece of the puzzle in order to start building a truly influential and profitable personal brand.

Thank you to Leonard Kim for writing this article.

How Exceptional Leaders Establish Genuine Connections With Their Employees

How Exceptional Leaders Establish Genuine Connections With Their Employees
Here are eight ways to be real with your employees.

Leadership has been written and talked about for decades, with great authors defining it in different ways calling it different things. In the end, most of these folks have been talking about the same things.

The simple truth is that leadership (and life, really) is about people and relationships. And you can start with the proven fact that great leaders are real people. Or, if you prefer -- they are authentic.

But the term "authenticity" doesn't jive well in a cold, transactional, business world. We need to unpack this for day-to-day application so most heads will nod and say, "Ah, I get this and I can do it."

Here's how exceptional leaders make a difference by displaying their authenticity:

1. They Show Up with Their True Selves

Well, what does that mean? Lets dig deeper. Sometimes when the rubber meets the road, the tendency is to hide, withdraw, stonewall or put on a mask.

And that mask hides who we truly are; maybe through how we order people around, or how we forcefully command attention with a false charisma.

Ever been around boisterous and loud leaders who are three decibels above everyone else? There's a perception that because I speak loudly, I will command respect. But false charisma is driven by hubris, which we all know is not sustainable. 

Authenticity is showing up with your best and true self. It's leading from your mind and your heart. You show up with:

• Emotional honesty
• Excellence in everything you do
• A great attitude
• An openness to receive feedback
• Self-awareness of not only your feelings, but those of others in your sphere of influence.

2. They Treat Themselves (and Others) as Human Beings

Great leaders display authenticity by making room daily for laughter and joy, while accepting that they're not perfect and that they make mistakes.

These leaders will resist the tendency to protect themselves at all costs. When they make mistakes, they will admit them.

And when employees make mistakes, it's safe for them to risk being open enough to say, "Hey boss, I messed up." They can say this due to the high levels of trust built over time with those healthy bosses.

3. They Approach Conflict by Looking at All Sides

Authentic leaders don't assume and jump into conclusions. They look at difficult situations from several angles. They talk to several people for perspective, get clarity, and then determine a course of action.

Sometimes the final decision may not be popular, but it's always the right one. You seldom see that person casting blame and pointing fingers. Have you heard the expression: "For every finger you point, there are three pointing back at you"?

In dealing with conflict, authentic leaders have the courage to run toward the eye of the storm ... because they know that cutting through a conflict to resolve a problem with respect and dignity is easier than the negative consequences of running away from a conflict.

4. They Speak Their Truth

Want to get real? Don't say things to sugarcoat, to try to please others or to try to look good in front of your peers.

Don't betray yourself or others by using words or making decisions that are not aligned with who you are.

It's highly unlikely that you will hear such a leader being talked about around water coolers on Monday morning for "throwing someone under the bus."

Getting real means speaking clearly, honestly and with integrity. That's why such leaders usually have great reputations.

5. They Are Teachable

Another way of being real is to gladly accept the role of a learner. Authentic leaders know it will make them better. They know that each person has something important to teach them. Ever heard of a "reverse mentor"?

The truth is that good leaders don't always know what is needed and what to do -- so they are willing to ask questions, and are sincerely interested in the answers.

6. They Listen to Understand

Authentic leaders listen to understand -- a rare and forgotten leadership skill. They don't dominate the conversation by talking only about themselves or the task at hand.

So in meetings or one-on-ones, they listen and reflect back what they heard to clarify ("What I hear you saying is ..."), and they ask questions to probe the other person's feelings or opinions on the topic of conversation. That can be as simple as: "Tell me how you feel about this."

The listening has one modus operandi: How can I help this other person? This will give you the edge as a leader to build trust when others see that you have their interests in mind.

7. They Are Accessible

Leaders who are real with their people are out in front of the organization sharing plans for the future, even during hard times when it's hard to look someone in the eye.

They don't hide behind closed doors or conveniently delegate important communication needs to others.

Employees will look to leaders for information, clear expectations, and status of what's going on when the chips are down. This is when it's the best time to get real.

These authentic leaders are especially adept at "walking their four corners." They are among the people, joining their meetings, being interested in what they're doing, and connecting with them on an emotional level.

8. They Promote Trust

All the other seven ways to get real culminate with this priceless trait. People respond to leaders they can trust, and are motivated to the rafters in trustworthy organizations. Why? Because they feel safe.

When employees are allowed to take risks, exercise their creativity, communicate ideas openly, and work alongside their leaders as partners -- not worker bees -- in a spirit of collaboration, you will see your employee satisfaction surveys skyrocket.

All it takes is for you to get real with them.

Thank you to Marcel Schwantes for writing this article.