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Certainty (& Toilet Paper) are Hot Commodities

Emotionally speaking, a large percentage of people *highly* value certainty. Like, at an 8, 9 or 10 out of 10.

I know because my clients talk about it all the time and when I ask them to put a number on it - that's what they tell me. And sometimes they show me in action and in shared thoughts how highly they value certainty, even if they don't put a number on it. It's obvious in the language they use, the goals they set, why their goals are important to them, and in the plans they craft to...

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