Pete Gall, author of My Beautiful Idol and Learning My Name, offered this brilliant explanation of how the service economy boomed in the past 100 years, why it has to change, and how to change it. By using your brand (as a company, author, or whatever you do) to point people toward something larger—justice, peace, beauty—you will help people move past their fear of pain and into the adventure of a larger life. I’m trying to figure out how to do this as a business owner and also as a father and husband. What are some steps you can take to move into the “adventure zone?”