By the Ocean
Sunny 76 Degrees
8:20 a.m.
You didn’t come to fit in a “box,” but the Matrix has trained people that things (and people) belong in boxes. Without knowing how to classify you or your business, the human brain gets uncomfortable. And uncomfortable people don’t buy anything.
So you step in a “box” to get recognized. Then you step out of the box to demonstrate value.
That means you need to be clear about “what you do” and you need to have a platform for the demonstration of your brilliance.
You want BOTH. Otherwise you start the relationship with nothing in place to completely differentiate yourself from every other choice your prospective buyer has.
You can’t just tell the world you’re different, you have to show them.