I’ve stood on stage in front of hundreds of people and said it: “Rental is dead.”

When you itemize every piece of gear, you turn yourself into a commodity. Your customers aren’t renting equipment. They’re hiring you to produce an outcome.

In this episode, I break down why the word “rental” is costing you money, where the value actually lives, and what my best clients do once they pull that word out of their vocabulary. Part 2 drops next week.

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