05/28/2026
Tonight a room is going to fill with leaders who didn't have to be there.
They have responsibilities.Full calendars. Kids. A long list of reasons that would have been honourable to skip.
They're coming anyway.
What got them in the room wasn't marketing. It was the moment something in them noticed they were one more "I'll do it next time" away from another year of the same pattern running the same show.
That's the trait worth naming about people who actually change.
At some point they stop making space for their own excuses.
If you're someone who's been holding a "next time" — let this be the small nudge. The next time has been you the whole time.