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A conversation about courage, without addressing fear, is half a conversation and risks leading to half a business.

Let’s start with a crucial definition.

To be brave, to be courageous, is only possible if we feel fear. No fear, no bravery.

Behind bravery, we find genius. The person who is completely cold—feeling no fear, no risk, no true engagement—can never qualify as a whole human being. There is no genius there.

“And why is that?” you might fairly ask. Let me explain.

If we are not afraid, we lose something vital. We lose the ability to do our best. Think about it—when you do something that creates absolutely no feeling of risk… like taking out the rubbish?

People who do not feel fear make important business decisions with the same emotional engagement as when others are taking out the rubbish. It means nothing, really. It’s just something they do. Maybe a little bit like taking out the rubbish, with a small hope of harvesting some goodwill later on.

To be brave means we are able to feel and think at the same time.

Example: Standing 5 meters above the water on a platform ready to jump. Our emotions are in motion, telling us we’re going to die, we are truly afraid. But we pick up data. The small boy who just jumped is running towards the platform again, ready to do it again. He smiles and appears just fine. We look down and conclude there is water in the pool. Emotions say we die, the data we pick up with our senses tells us we are fine—we can make the jump. Our goal is to become a lifeguard, we remember this… and we jump.

The one who jumps because they don’t care… No true genius there. Something is lacking, and that is the humanity in that specific human being.

Not rarely It can, especially short-term, appear as if the half-human has the advantage. But that is not so.

We can compare it with the lion… A cold-hearted killer. A terrifying killer. Hunting you down showing absolutely no emotions in its eyes. Short-term, the lion can appear as the most efficient hunter.

But people with emotions also hunt. They build rituals to show their prey respect—rituals where they call their prey brother and thank them for offering their life to maintain the life of the hunter’s family. They do this because they have emotions and, by that, have the urge to take part, to be part of “the whole,” to calm down the shame of taking lives.

That is humans showing what humanity means. They are, in the long run, the most successful and efficient hunters. They will long-term outlive the lion.

Maybe my examples are a little banal, but the point is the important part: People with no or little emotions are half humans making half businesses.

What do you want: Half a business or a whole business?

1. Hire and identify whole human beings.
2. Let us transform your business by teaching you the power of rituals and how they affect human beings.