Tide vs All.
Corn Flakes vs Post Toasties.
TurboTax vs TaxAct.
Toyota vs Nissan.
Yahoo News vs USA Today.
AirBnB vs VRBO.
General Hospital vs All My Children.
Your company vs any other company.

What’s the difference? More to the point, how do you make other people see the difference? Sure, you could ask every prospect to interview with a hundred companies and pick based on feel like they are selecting Coke vs Pepsi, but that’s not going to happen. They are never going to choose based on experience but on the information and stories they can find out about you.

That is, the only thing that can differentiate you to your prospects in a meaningful and useful way is content.

End of list.


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