Sales and non-sales selling are ultimately about service. But “service” isn’t just smiling at customers when they enter your boutique or delivering a pizza in thirty minutes or less, though both are important in the commercial realm. Instead, it’s a broader, deeper, and more transcendent definition of service—improving others’ lives and, in turn, improving the world. At its best, moving people can achieve something greater and more enduring than merely an exchange of resources. And that’s more likely to happen if we follow the two underlying lessons of the matatu sticker triumph: Make it
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