On my lunch break today I wandered over to a nearby market for some street grub.

Predictably enough, as it was a Friday lunchtime, it was packed.

Just as I was working out which stall to go to, I saw a whirl of motion somewhere in the crowd and watched as a guy drove his way through, burrito clasped firmly in his hand.

“Get out of the way, out of the way, out of the way” was all he kept saying to himself.

He annoyed everyone.

As he eventually disappeared I thought about that term. ‘The way’.

How often do we say it? That person got in the way, there was a car in the way, etc.

But, what we never think is that, quite often, our way isn’t the same as everyone else’s.

When writing to selling a product, for example, there’s a certain way we want the customer to go…a way that benefits us eventually.

But, to be successful, we need to make it the right way for the customer.

And, to do that, we need to keep in mind that ‘the way’ for us isn’t always ‘the way’ for everyone else.

Ashley Brown 2017