On Being Different

Breakthrough comes from taking a different stance,

a different perspective, a different approach.

A Different Stance:

You have to be different to stand out,

but a difference that doesn’t matter,

in your prospect’s mind,

doesn’t make a difference.

This is your positioning.

A Different Perspective:

What might be different for you,

like your solution or your secret,

is often too much detail for

your customers and even stakeholders.

This is your unfair advantage.

A Different Approach:

Following the beaten path

doesn’t separate you from the pack.

Because everyone’s already there.

Take the roads less traveled.

This is your strategy.