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If you ever attended a Tony Robbins event where he spoke of raising your standards, this will be familiar. He taught us that we need to turn our “shoulds” into “musts.” Yes, you should begin saving more money for retirement.

But what you really should be thinking is: I must increase my savings for retirement! When you re-characterize something that you might do, something that you can do or something that you ought to do into an absolute must do, your thinking changes. This takes self-discipline. Your priorities change. It is a re-ordering of what is most significant to the top of your list from the bottom. Saving and investing for the future becomes an absolute must. If that becomes your governing principle, you likely will not spend $32 a week on expensive coffee.

Money has a mind of its own. It’s attracted to some folks and repelled by others. It looks at behaviors and decides who to like and who to hang out with. It seems fascinated by people who make intelligent decisions and not so interested in someone playing video games. And it seems to respect library time more than lottery strategies.

You’ve got a responsibility to your audience, so don’t take it lightly.  Crafting your perfect message is not as easy as it sounds, so take matters seriously when it comes to nurturing your prospects, clients, patients or customers.

Your real genius comes from the things you hide from others.  You know, those skeletons in your closet you are either ashamed of, angered by, embarrassed by or even hate that it happened to you.  Some people are embarrassed by the fact that their parents were not very good at showing them love.  Others have a distinct fear of heights after falling off a high surface as a child.  It could be anything.

Couple of years ago Dipali and I were looking at numbers and relationships and something really interesting was revealed. We were analyzing historic revenue data to determine where most of our money came from. We went on to calculate and document this. We asked ourselves: over the last several years, from the last $5M in revenue, where did most of the money came from?