I was speaking at a conference in Dallas earlier this year.

In my breakout session, I taught about neuromarketing and the science of how people believe and/or buy.

This had nothing to do with any service our team offers. 

So, at the end of the session, an attendee came up to me and asked, “How does this connect to what you do?”

“It doesn’t.”

“So what are you selling?”

“Nothing!”

“What do you mean NOTHING? Surely you’re selling something?”

“I’m not. I am here to purely add value to your lives however I possibly can. If you benefitted, you might give me a chance to work with you when the time is right. If that never happens, at least I’m happy that I was able to share what I know and bless your cause.”

“This makes sense, but it also doesn’t make sense.”

“Why do you say that?”

“I mean speakers of sessions at conferences are always selling something.”

“I agree. It doesn’t make sense. They should be marketing, not selling.”

“I need to sit down” he said, as he took a minute to take in this new knowledge and ponder why my pitch was different, not better.