SCALERS:

1. Scarcity - When customers recognize that our time, attention, or offerings are genuinely limited, they value the relationship more deeply. We honor this by being present and purposeful in every interaction.

2. Commitment/Consistency - We help customers take small, meaningful steps forward. When they experience early wins with us, they naturally want to continue the journey because it reflects who they're becoming.

3. Authority - Customers trust us when we demonstrate true expertise through helpful guidance, not sales pressure. We earn authority by knowing our craft deeply and sharing that knowledge generously.

4. Liking - People do business with those they genuinely enjoy. We build real connections by listening carefully, showing warmth, and treating every customer like someone we'd be proud to call a friend.

5. Equality/Unity - We're on the same team as our customers. When they succeed, we succeed. We eliminate the "us versus them" mentality and create partnerships where we're working toward shared goals together.

6. Reciprocity - When we give first without expecting immediate return—solving problems, offering insights, going beyond expectations—customers naturally want to give back through loyalty, referrals, and lasting partnership.

7. Social Proof - Customers feel confident when they see others thriving with our help. We share honest stories of success and let our community's experience guide new customers toward making decisions they'll feel good about.