Transcript:

A lot of small businesses now in Australia are approaching us. All kinds of industries – from consultants, coaches, software companies, real estate folks. Everyone’s coming our way now because they’re realizing you can’t compete anymore on just what you’re selling.

Because what you sell has been so commoditized, you try and say, “We’re different. We’re better. We’ve been around longer.”

They’ve heard that from who else?

The next guy.

So, how do you differentiate your business without focusing only on your solution?

And the answer is if you can change the way you approach your market, if your approach to your client is so unique and so different, that’s how you become a category of one. How you differentiate over everybody else who’s screaming louder, and you’re the one who’s cutting deeper.