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The Four Words That Transformed My Business

Canadians are notoriously apologetic. Women, moreso. As a massage therapist with a women-only home practice in Toronto, the vast majority of my clients are Canadian women. This means I hear “sorry” approximately 372 times a day. “I’m late, sorry!” Hey, it’s your time. “I’m early, sorry!” Early is good. “I didn’t shave my legs. Sorry!” That’s ok. Neither did I. …