At an avian sanctuary in Tampa, I watched a handler hold a bird carefully in two hands, lift it high, and release it to fly.

The "lift it high" is what I envision Handshake Media doing for our clients.

With a "lift it high" from Handshake Media, Incorporated, the parent company of Handshake 2.0, a client's enterprise launches tomorrow.

I know this bird will fly.

How do I know?  Yes, the enterprise has a good founder with a good idea and a good business plan.  As an entrepreneur who's been privy to the good ideas and good business plans of other good entrepreneurs, I know none of these is good enough.

My idea is only good if people want it. I may want them to want it, I may think they should want it, but if they don't, they don't, and I can't make them want it if they don't.

Oh, boy, on so many levels do people want what our client's enterprise offers. 

Pretty much, these are universal:

I want to do the right thing, I don't want to do the wrong thing, I want to invest my money, I don't want to waste my money.

Add the heartbreakingly vulnerable, terrible, beautiful state of love and hope and responsibility for a child. Add about eighteen years to the child's age and that's a high school senior. Add that high school senior's desire to go to college:

I want to do right by my child, I don't want to do the wrong thing for my child, I want to invest my money in my child's education, I don't want to waste money on this oh-so-expensive undertaking.  

I want my child to have a good and beautiful life.

And there it is. 

With tools, expertise, and insights, our client's enterprise, SmartCollegeVisit, helps those with the college-bound in their care plan visits to college campuses to discover the place most likely to lead to that good and beautiful life.

So the child can fly.

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Photo credit:  Parakeet by Nidhin G Poothully