As Seneca once wrote: "The greatest obstacle to living is expectancy, which hangs upon tomorrow and loses today. The whole future lies in uncertainty: live immediately.”

Unfortunately it's how most people live their lives - in a state of expectancy but there are others that don't.

What's the state of my customer? Are they in a state of expectancy, imagining a different and better future or putting things off for pleasure today? Or right now are they willing to live imminently?

We can decide what story we want to tell them - to comfort them or inspire them to take action.