The Map is Not the Territory
Much of what we do in commercial real estate is create things that represent other things. We do this because it makes it easier for us to consume. A letter of intent makes it easier to create the lease or purchase agreement. The brochure to describe the building. The video to show the project. And on and on.
What we should keep in mind is these representations are not the actual things. Without the actual things, they would not exist. However, they allow us to tell the story of those things in a way we choose. We can pick what provisions to include, what features to highlight, what aerials to include.
In some ways these representations are as important to progress as the actual thing they represent. They make it accessible, consumable, relatable, understandable.
This post is 100% inspired by Seth Godin’s post yesterday of the same title. His daily blog is one of the crown jewels of the internet. If you haven’t checked it out, you are missing out.