“People don’t buy newspapers. They buy news. It isn’t glasses that are purchased; it’s better vision. Women who spend big bucks for cosmetics are really trying to buy good looks. Millions of drills have been sold; yet not a single person wanted one. They are buying holes. Diet books are not sold by publicizing the evils and risks of being overweight; they’re sold by ads depicting how attractive one can become by shedding a few pounds. Athletes do not go through the agony of practice and training to avoid losing; they do it to make the team and be a winner. Appealing to a higher vision is simply helping others become not only what they are capable of becoming, but what they really want to become.” John Maxwell
What is our higher vision? On whom are our eyes fixed?