You have to speak many languages. The business language of numbers. The golf language of values and heritage and the future. But you also must be fluent in the language the consumer speaks.
 
 
 
In our industry, we love tech. Especially if there’s equipment involved, then out comes the language of tech.    

That’s why the most valuable Professional is the one who translates. The one who takes the brand language of aerospace materials and the Mars Rover center of gravity locations and launch conditions and turns it into the language of love for the consumer. 
 
 
 
If you’re going to be an expert guide on a journey, then the golfer needs to know you care more about them than the product.
 
 
 

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