“Market research?” Eva repeated. This was it, her concept’s Achilles heel

“It’s not supposed to be rainbows for 365.”

—Nachi Gordon, Meaningful people

“Tell me what you’re thinking?” Alana was sitting at relaxed attention.

Eva paused, looking around the trying-a-little-too-hard marketing office, with its yellow chairs and too-clean lines. Alana was sitting next to her, on the same side of the table, which was in line with the workplace podcasts she’d been listening to — power dynamics, welcoming collaboration, stuff like that.

This was not the time for an elevator pitch. This was a share-your-soul-and-vision so it could be seen and actualized. But still she hesitated. Everyone but the musicians had practically laughed at her. This was someone she’d be paying, Alana wouldn’t laugh, but… her thoughts trailed off.

Eva reached for the glass of water on the table, took a sip and launched her speech. She watched Alana closely as she spoke. Did she seem disinterested? Cynical? Bored?

Alana’s eyes were big. She was leaning forward and nodding. Did she really mean it? Or did she just want another account?

“What do you think?” she asked Alana when she’d finished sharing her vision.

Alana’s smile came easily.

“It sounds amazing. This is something that’s not front-line like Bikur Cholim, or super practical like a yeshivah, but it’s still life-changing on a different level.”

Finally, someone else who got it.

“Where do we start?” Eva asked, new life in her voice.