Highest Best Use

Highest Best Use is a concept best explained by analogy.

So let me provide one, from my civic volunteer history.

I shot a video about it:


Highest Best Use Means Being The Real You

As a business owner, you may think your top function is some kind of technical 'doing.' That may be so...but I encourage you to investigate this. Ask around. Maybe it's leading, showing the vision. Maybe it's being the glue that holds the team together. Maybe something else. But question it.

Most CEOs can sell, for example; however, their highest best use isn't in selling 1-on-1 to end customers.

highest best use

Where they'd better be put to use is in developing relationships with other CEOs: relationships that leverage the customer list of the other party, for instance. Make one top level sale, get access to the list that will drive thousands or hundreds of thousands of other, end customer, sales.

How have you considered and used the Highest Best Use concept in your business?

>> Book a consultation with Jason to discuss your highest best use by clicking here.


Talent Or Skill?

Talent or Skill? Which is it, and why is the distinction important?

People frequently shut themselves down because they're not great at something the first few times they try it.

"I'm just not a salesperson," they say.


"I'll never be a good cook."


"I bought this expensive camera; how come it doesn't take good pictures?

What's incredibly useful in situations like these is asking yourself, "Is this a talent we're talking about here...or a skill?"

talent or skill carpentry tools

Is This Talent Or Skill We're Talking About?

A talent is a natural affinity for a task. You can have athletic talent. Or the talent of thinking like a photographer. Or a talent for understanding how mixing ingredients will determine flavor.

But a skill is something you have to work on. To be good at a task, you must persist in developing the skill. No matter how much talent you may have, the skill needs to be honed.

No less a writer than Stephen King said:

"Of course there has to be some talent involved, but talent is a dreadfully cheap commodity, cheaper than table salt. What separates the talented individual from the successful one is a lot of hard work and study; a constant process of honing. Talent is a dull knife that will cut nothing unless it is wielded with great force—a force so great the knife is not really cutting at all but bludgeoning and breaking"..."Discipline and constant work are the whetstones upon which the dull knife of talent is honed until it becomes sharp enough, hopefully, to cut through even the toughest meat and gristle. No writer, painter, or actor—no artist—is ever handed a sharp knife (although a few are handed almighty big ones; the name we give to the artist with the big knife is “genius”), and we hone with varying degrees of zeal and aptitude.”

Many people mistake the need for skill for the need for talent, and give up. It's not talent you need. Many talented people do nothing with their talent. And many people with far less or no talent do well because they practice and hone the skill.

You almost assuredly didn't learn how to ride a bicycle in one attempt.

Stephen King On Talent Or Skill

Notice what King says: "[Nobody] is ever handed a sharp knife". Despite talent, or lack thereof, everyone needs to work on their skill to get better results. It's not instant and it's not easy.

So when you feel you're "just not talented," what are you really saying? Are you thinking about giving up because you lack natural talent and weren't handed a sharpened blade...or is the truth that you need to work on the skill? And that some effort put into the skill will get you good results?

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Added Value: Potatoes vs Potato Chips

Added Value: let's talk about this concept.

Have you ever noticed the price of potatoes versus the price of potato chips?

Potatoes are one of the cheapest things under the sun. You can get an eight pound bag for a handful of dollars.

But potato CHIPS? Oh no, now they're worth their weight in gold: that same eight pounds could easily cost you SIX TIMES as much. For eight or nine bags puffed up with air.

potato vs potato chip added value

Insane, isn't it?

For a little slicing, oiling, spicing up, baking, and packaging?

Added Value and Transformation

What are we paying for, really? The chips surely don't have six times as much nutritional value applied to them in the manufacturing process.

So what is it that sets the tone and makes the difference in our perception of value between raw potatoes and finished potato chips? And how do we gauge the sense of value between a $4 and $7 bag of chips?






How could you apply factors like these to your own sales funnel? In product development?

Added Value and Perception

To the extreme side, a friend shared an example with me after I first spoke about this concept. In the Paqui Carolina Reaper Chip "One Chip Challenge" each individual chip was valued at $10 or more.

Note that in this instance, it is not the chip alone that determines the value: the activity around it creates more drama and thereby drives up the money the buyer is willing to part with. It isn't just about the chip: it's about the experience.