# Two concepts I’ve lived by this week. 

*#Newsletter #Week7*

By [Sara Endestad](https://paragraph.com/@saraendestad) · 2026-02-13

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1.  **Everything is research.**
    
    When I started my business five years ago, I had a mentor who knew I hated sales calls. He said I needed to do at least 20 for market research. Not for money, not for sales - for research.
    
    That framing changed everything for me.
    
    Instead of doing sales calls, I did research. I understood painpoints, I understood their psychology - it was fun.  
    And! It showed me the kind of people I wanted to work with.
    
    So, I adjusted my marketing so I could speak directly to my clients’ pain points—and only to my perfect future client.
    
    Yes, it was after that my business, Suksess-Strategi, really started booming. #Win
    
2.  **Delete everything that sits in a sentence with “should.”**
    
    After dance class last Saturday, I talked to one of my dance buddies (gosh, do I love the people there). I told her about my struggles with knowing what to say yes or no to socially.
    
    I said, “_I feel like I should go to this thing_.”
    
    She said, “_Every sentence that contains ‘should’ does not exist. Just delete everything in that sentence; you only do things you want to._”
    
    So socially now, I only do social things I want to do. (As long as I have to do something to achieve my goals and it´s worth it long-term).
    
    And every time I catch myself saying “I should,” I go, “Oh yes, delete that sentence,” and I don’t go.
    

  

Serious game changes, hope you use them too.  
  

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**Life-update:**  
Honestly, just [click here](https://www.instagram.com/p/DUdBhEBDMU4/?igsh=NTN3bzdqaHV6NjY0) for some exciting news.  
  
/Sara < 3

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*Originally published on [Sara Endestad](https://paragraph.com/@saraendestad/two-concepts-ive-lived-by-this-week)*