Keep an eye on the broken windows.

Beware, you attract those with whom your story resonates. They will either respect you or not.

I am blessed to live close to some of the most fantastic wine estates on this planet. And above all, the owners are so generous. They are creating a tranquil environment for everybody to enjoy. To come and relax and regenerate. But, yes, I know, they are doing it for a specific reason, to attract the market. And, yes, they know their market.

On the other hand, our city parks once served the same purpose. Some still do. However, in many cases, vandalism, littering, loitering, and public drinking are at the order of the day — a state of total disrespect. And, according to the broken window theory, it will only worsen.

This theory may also be valid for the problems you try to solve, the products you market, and the stories you tell. Because either you will create respect or become an object of scorn.

Bottom line: When taking short cust there’s only one way, down. While true stories resonate and create respect. And the stories are true because you deliver on a promise. The same holds for generosity.