Imagine that I'm your ideal customer.

I really need what you have to offer.

And I would happily pay a premium.

You only speak English.

I only speak Spanish.

No matter how much you talk...

I will not understand ANY of it until you speak to me in Spanish.

Here's the thing:

We have to meet our customers where they are…

And convey our value in a way they can understand.

Otherwise, we risk sounding like we're speaking a foreign language.

– Charles

Song of the day
OK Cathedral by Violent Soho