In this episode, Steve Fretzin and Michael Liebowitz discuss:Behavioral neurology and how it relates to business development. Understanding your business identity and your identity in your business. Belief alignment, story connection, and the message you are conveying.Talking about the money and criteria for success early in the discovery process.  Key Takeaways:All businesses are personal, all great businesses are very personal. The biggest mistake businesses of all sizes make is talking about what they do, and not what it means. Start with the outcome, then follow it up with the belief system. You need to talk about your business in a way that makes people want to work with you.  "We are excellent BS detectors. And what I mean by BS is Belief System. We learn this at a very young age. We intuitively know when someone is saying something they don't really believe." —  Michael LiebowitzGet a free copy of Steve’s book “Sales-Free Selling” here: www.fretzin.com/sales-free-selling Thank you to our Sponsors!Get Staffed Up: https://getstaffedup.com/bethatlawyer/Overture: https://overture.law/Get Visible: https://www.getvisible.com/ Episode References: ProVisors: https://provisors.com/Pivot: https://podcasts.apple.com/us/podcast/piv About Michael Liebowitz: Michael creates messages that make more money. Lots of business owners struggle finding that one, perfect message that grabs attention, differentiates, and inspires people to want to work with them. My clients hire me to find theirs. He works with consultants and founders to get them saying all the right things in their marketing, networking conversations, and sales calls that generate more business. The result: Landing more of their ideal clients faster Website and marketing is converting Networking conversations produce results Sales cycle is shorter Connect with Michael Liebowitz:   Website: https://www.mindmagnetizer.com/LinkedIn: https://www.linkedin.com/in/michaeljliebowitz/ Connect with Steve Fretzin:LinkedIn: Steve FretzinTwitter: @stevefretzinInstagram: @fretzinsteveFacebook: Fretzin, Inc.Website: Fretzin.comEmail: Steve@Fretzin.comBook: Legal Business Development Isn't Rocket Science and more!YouTube: Steve FretzinCall Steve directly at 847-602-6911  Show notes by Podcastologist Chelsea Taylor-Sturkie Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.