I think what Seth is referring to is not unlike the essence of Eckhart Tolle's new book. Yes, the one that Oprah is pitching this month. Yes, the one she is offering as a class on line. Yes, the one that crashed her website over the absolute popularity it generated. And, yes I am reading it.
Mr. Tolle describes this/these voices as the ego. It is your ego talking to you. And, the ego never wants to be sub-par, defeated, useless, under-rated or otherwise adversely affected. The ego wants to win and feel superior at all times and at whatever cost.
That being said, I think it goes without saying that if you appeal to the ego of an apartment shopper then you can sell them a home. That is not to say that that same ego won't accept sub-par service. So, if you sell it you better back it up with action and execution of the highest order.
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