Context is everything.

A funny story told at a funeral isn’t great. It’s a disaster.

The best storytellers know: it’s not about the story. It’s about the listener.

When hiring, let the applicant interview you first. Watch how they gather context. That’s the skill that matters. 

Then watch how they tell the story of them in your context.  Works wonders for sales interviews.

Because in sales, in marketing, in life: If you miss the context, you miss everything.

What context are you missing right now?