By the Ocean
Partly Cloudy 78 Degrees
8:22 a.m.
Without rough edges, there’s nothing to make you interesting.
The good news is that you DO have rough edges. Rough is probably the wrong word though. A specific “outline” might be a better phrase to describe it. Points of differentiation is even better than that. “Unique value” is probably the best way to talk about the specific essence of you that sets you apart from the other choices of your prospective clients and customers.
We have come to a point where bringing that essence to the surface and communicating that unique value to the world in practical ways is more necessary than ever.
That’s what you have to do to STAND OUT.
The other option on the table is being invisible. My hunch is that most of us know how that feels.
The human mind is trained to spot difference. I wrote about this in the latest issue of the Renegade Letter being delivered to mailboxes all over the world right now by my team of elves. That’s 20 pages JUST about this topic. And I barely scratched the surface.
If you don’t stand out though, you lose. That was true 50 years ago, it’s still true today. It’s just harder. MUCH HARDER.
If you don’t figure out how to do this, you walk around frustrated. You know you’re valuable. You know you could do X, Y, or Z for your prospective clients or customers…but there’s something in the way. An obstacle that keeps you from being seen. That SOMETHING is what you have to sort out.
When you get it right, you STAND OUT. When you don’t, nothing much happens because they’ll choose someone else.
The “best” choice often doesn’t get chosen. The one the prospects PERCEIVE as the best choice is the business that gets paid. (Ask me how I know.)
I didn’t make up how this game works, I just decided to get good at playing it.
You must STAND OUT. Without that, nothing else can happen.
The good news is that you’re wired to stand out in your own way!
The bad news is that no one tells us what that way IS.
But as the A.I. bot slowly manipulates everyone into accepting homogenized, commoditized, mediocre garbage, the business owners who get clear on what they’re about, how they’re valuable, what makes them unique, and know how to communicate that to the world are going to win.