How vs. Why

Are you selling "olive oil" ... or a way to naturally fight cancer cells, lose weight, and have smoother skin?

Are you offering a "mentorship program" ... or a path for people to achieve freedom doing what they love?

Are you a "construction company" ... or are you helping families build their forever homes?

These are just a few examples from clients of mine who've chosen to become known for where they take customers (the outcome) as opposed to the vehicle they use to get there (their product).

It's easy to get caught up in the "how" ... when ultimately, customers really only care about the "why".

Instead of commoditizing yourself and blending in with everything else, try focusing on showing customers what’s in it for them.

– Charles