Last week, I was referred for an incredible opportunity with a great company. The only problem was that it was in a niche where I don’t have much experience…
Still, I knew I could help them. So I rolled up my sleeves, built a presentation packed with my best ideas, and delivered it with passion. Everything went according to plan. It felt like a done deal.
I was happy, but something wasn’t sitting right… I had not told them that I didn’t have much experience in their industry.
Maybe it’s not worth mentioning, I thought. They didn’t ask. I never lied. I know I’ll do a killer job. After all, in sales and marketing, you’re taught to be the "obvious choice." You address objections before they arise, and once you close, you close.
But marketing is shifting under our noses. We are living in the Era of Trust.
We are in the Business of Trust.
So, I grabbed the phone, called the client, and said:
“I respect entrepreneurship, and I respect you. And I want you to know who you are hiring. My experience is in another industry. I’m incredibly drawn to your business and I believe we’re a great match—but I’m telling you this now because I want you to make a completely informed decision.”
I felt so good saying it.
Here is the most important lesson I learned:
When we trust our values, energy flows freely.
I didn’t "think" my way into this realization; I felt it in my body. Here is how values unleash energy...
1. Strong values protect our self-worth
In that moment, I felt a surge of validation. An inner voice said: “Yes. This is right. You are enough, just as you are.” I liked who I was in that moment, and I liked how I was choosing to show up.
Gosh, that felt good.
I thought about all the times I’ve felt like an "imposter" and how much mental energy that consumed. The truth is that I was tired, and I didn’t want to put myself in that position again. Now, all that energy that I was wasting can go into actually being fully creative and fully myself.
BOOM… Massive energy unleashed.
2. Values make decisions easy
This experience taught me that at any point, we can pause and reflect: How do I really want to show up for this situation/person/event?
So many times we get caught in narratives that aren’t ours or react in patterns that no longer serve us. But we have a choice—if we pause and ask the question: How do I choose to show up?
Because we do get to choose. And in those moments, values act as a compass, making the "right" choice the easiest one to make. And it turns out this is the most authentic version of ourselves.
Authenticity is fundamental for creative processes... more energy unleashed.
3. Trusting ourselves allows others to trust us
Finally, when we let our values take the lead, they become palpable. They become consistent. People notice, and people get to Trust us for that.
I am a firm believer that those are the only relationships worth having: the ones built on a foundation of shared values.
Relationships are the sweet nectar of life. These relationships energize us.
Happy February,
Hugo
P.S. I’m getting ready for a short trip to Nicaragua to visit my childhood friends. I’ve known these guys for more than 17 years and they are still my best friends.
I trust their values with my life.