1. Are you living a life that is running crosswire to the grain of your soul?
2. Are you taking notes on what you hear yourself say?
3. Are you welcoming the largeness of life?
4. From whom, where or what do you take your clues about living?
5. Have you decided to care for your authentic selfhood?
6. Have you embraced what you dislike or find shameful about yourself?
7. Have you met the darkness within yourself?
8. How are you dishonoring your created nature?
9. How much dissolving and shaking of ego must you endure before you discover your deep identity?
10. If you’ve never been there, how can you take others there?
11. What are you honoring the nature of?
12. What birthright gifts have you been dragged away from?
13. What contains the energy needed to catapult you out of this rut?
14. What darkness is descending upon you?
15. What distorts your true self?
16. What do people hear when they listen to your life speak?
17. What does your life intend to do with you?
18. What ecosystem was the seed of your true self planted in?
19. What expectations are you precariously surrounded by?
20. What gap are you laboring to close?
21. What has taken you years to admit to yourself?
22. What is a sign that you have violated your own nature?
23. What is forcing you to live in a way that is untrue to who you are?
24. What is preventing you from living out your full self in the world?
25. What makes you go on full alert?
26. What precious wilderness do you seek?
27. What selfhood do you stand in?
28. What shadowy parts of your life are you withholding?
29. What situations cause you to mask your truth?
30. What text are you unconsciously writing?
31. What truth do you need to be attending to?
32. What vital clues to your identity are you missing?
33. Where do you need to plant the seeds of movement?
34. Where have you misread your own reality
35. Who are you meant to be?
36. Who will ask you honest, open questions to help you clarify your truth?
37. With whom are you regularly speaking about your own darkness?
1. Avoid agenda pushers. They don’t have your best interest in mind. In fact, they don’t have ANY of your interests in mind. Are you hanging around the wrong people?
2. Avoid comparison shoppers. They’re not interested in value, only price. And if you’re not willing to come down to their level – that is, if you’re not wiling to compromise your value – they’ll find someone who will. So you know what? Fine. Let ‘em go. You’re better off. Are you disqualifying quick enough?
3. Avoid contrived joviality. It’s not authentic. It’s not approachable. It’s not cool. And even if it works for a little while, eventually, people can tell. Are you REALLY in that good of a mood, or do you just want people to THINK THAT your business isn’t really struggling?
4. Avoid either/or thinking. There are more than two answers. Your goal is to prevent premature cognitive commitment and come up with as many as possible. Odds are, the final twenty percent will be the best solutions. How many answers are you wiling to accept?
5. Avoid eye rollers. When people’s eyes roll, their ears close. When people’s ears close, their minds close. And when people’s minds close, so do their wallets. Yikes. How often are you saying things that make people roll their eyes?
6. Avoid fitting in. Start your own group. Be your own category. Fitting in is overrated. Fitting in is for highschoolers. Get over it. Do you really care if those jerks accept you as part of their crappy club?
7. Avoid inferior minds. They bring you down. They prevent your growth. Learn to discern who the Thinkers are. Hang with them. Soak it up. How many losers did you have lunch with last month?
8. Avoid mental censoring. Just say it. Be radically honest. It feels great, releases stress and is (usually) appreciated. Candor is rare and will serve you well. What do you really, really need to share that you’re afraid of saying?
9. Avoid mindless acceptance. Doubt is healthy. Ask questions first. It’s not authentic if you didn’t choose it. Do you believe this because you were taught to believe it, or because you actually believe it?
10. Avoid outdated frameworks. Get with the times. Update your stuff. Let go of your sacred cows. They have a tendency to produce rancid milk. What are you holding onto that still works, but is holding you back?
11. Avoid stock phrases. They’re too robotic and too perfect. Be careful. Learn to normalize your dialogue so it doesn’t come off too choreographed. People can tell. How are you getting a PhD in your own language?
12. Avoid telegraphing interest. Don’t need it so much. Whether it’s a sale or a date or more attention, just relax. Let go of expectations. When you expect nothing, failure is impossible. What are you seeking?
13. Avoid the always. Whatever everybody ‘always’ does, do the opposite. Or, whatever everybody ‘nobody’ does, do the opposite. Violate their expectations. Break a few patterns. People will notice. How are you making customers GASP?
1. How are you branding your honesty? It’s so rare that it’s become remarkable. Make it what you’re known for. Lead with honesty.
2. Are the very first words out of your mouth consistent with your brand? Don’t make this mistake. Don’t answer the phone like everyone else. Wow customers immediately.
3. How are you allowing customers to participate in your brand? Build an online community. Gather pictures of people proudly using your products. Start a movement.
4. When was the last time you updated your brand identity? Every three to four years is good. Stale brands tank.
5. When your customers walk in the door, what welcome gift could you offer that’s consistent with your brand? Hawaii hotels give you pineapple juice and sugar cane. Aloha, indeed. People like gifts.
6. Are you building your brand using millions or imagination? Hopefully the latter, since you probably don’t have the former. Brainpower, not walletpower.
7. How are you branding your service? In a world of infinite choices, service is the key differentiator. Be known for it. Serving is ruling.
8. Is your brand unconfusable? Or is it just an carbon of someone else’s brand? Echo, not origin.
9. Is what you’re doing right consistent with building your brand? If it’s not, stop. Simple as that. Consistency is king.
10. What gives your personal brand its power? Ask this question to twenty customers. Listen. If more than half of them say the say thing; that should tell you something. Grow bigger ears.
11. Will this choice successfully express the personality of your brand? If it won’t, make a different one. Simple as that. Choice always exists.
12. Are you unique or just different? Different is something you DO deliberately; unique is something you ARE inherently. Take your pick. Different is dangerous.
13. Does your ‘from’ line on your email stand out? Nice little hot spot for your personal branding iron. Hit every touchpoint.
14. Does your voicemail make people smile? If it doesn’t, calculate the number of people that call you every day. Then multiply that number by 365. Your answer is the number of missed opportunities to make the mundane memorable. Your voicemail sucks.
15. How easily can someone else imitate you? The more imitable you are, the less valuable you are. Be the only.
16. How many free samples of your work are out there? Not enough. The more you give away for free, the wealthier you will be. Prove you’re good.
17. How much money is your reputation worth? This intangible asset determines your success more than just about anything. Google yourself now.
18. How often are you seen? Be everywhere. Be ubiquitous. Refuse to go away. Anonymity is stupidity.
19. Is there anyone else in the world that does what you do? If so, then you are no loner unique. And that’s bad. Be the ONLY.
20. What are you doing to become even more visible? Not enough. You need to make strides on a daily basis to increase your visibility. Anonymity is bankruptcy.
21. What are you recognized as being the best at? Nothing? That’s trouble. Average is dangerous.
22. What are you recognized as being the first at? Nothing? That’s even more trouble. Average is worthless.
23. What are you specializing in? Nothing? Yikes. Pick a lane.
24. What are you the undisputed heavyweight champion of the world of? Nothing? Bummer. Own a niche.
25. What did you do today to enhance your celebrity status? Write an article? Do an interview? Get new headshots? Post a hilarious video? Seek red carpets.
26. What word do you own? You know, the word that you type in the search bar on Google that results in your website being the top ten hits…? That one. One word equity.
1. Out ANSWER your competitors. Customize every conversation. Make mundane memorable. Roboticism doesn’t work. Questions are bridges. Practice positive ignorance.
2. Out ATTRACT your competitors. Attract; don’t look. Attract; don’t seek. Ask for more. Think WOM first. Brainstorm ideal situations. Fanagement builds wealth.
3. Out BLOG your competitors. Integrity never disappoints. Be less anonymous. Make the time. Garner greater response. Blogging is smart. More content wins. RSS is gold .Blog more often.
4. Out BUILD your competitors. Dig before thirsty. Wealth, not money. Results, not deliverables. Be a rockstar. Get their email. Go with growth. Be building something. Build new things.
5. Out BRAND your competitors. Lead with honesty. Wow customers immediately. Start a movement. Stale brands tank. People like gifts. Brainpower, not walletpower. Serving is ruling. Echo, not origin. Consistency is king. Grow bigger ears. Choice always exists. Different is dangerous. Hit every touchpoint. Your voicemail sucks. Be the only. Prove you’re good. Google yourself now. Anonymity is stupidity. Be the ONLY. Anonymity is bankruptcy. Average is dangerous. Average is worthless. Pick a lane. Own a niche. Seek red carpets. One word equity.
6. Out CALL your competitors. Triple activity level. Start an ezine. Call back quicker. Salespeople aren’t liked. Make people STOP. That’ll learn ya.
7. Out COMMIT your competitors. Commitment requires reinforcement. Self-questioning really works. Always ask first. Get up earlier. Commitment breeds commitment. They’re not friends.
8. Out CREATE your competitors. Be a kid. Don’t prostitute art. Creativity is YOURS. Creativity earns money. Creativity changes lives. Creativity wins customers. Everybody is creative. Process, not product. Creativity requires practice. Get smarter today. How DARE you. Listening, then combining. Creativity isn’t optional. Read some more. Stop watching TV. Customers like fire.
9. Out EXPERT your competitors. Go to Borders. Get known NOW. Be more diverse. Maybe try writing? Uncross their arms. Read more books. Take your pick. Write more articles. Experts charge more.
10. Out GIVE your competitors. Wear more sandwich boards. Redesign your card. But it now. Invite people in. Start a blog. Giving breeds getting. Inflate their egos. Make growth required.
11. Out GOOGLE your competitors. The Internet’s forever. Do you exist? Be more googleicious. Get Google Alerts Stop reading. Google. Hooray for Google! Google everything first. Maybe try writing?
12. Out GROW your competitors. Self-duplication wins. Growth AIN’T optional. Equity, not money. Think 14th sale. Streeeeeeeeeetching builds muscle. Recognize movement value. Add value daily. Drawing boards ahead! Emphasize grow-related experiments. Upgrade something today. Start planning early. Affirm to attract. Anticipate the future. Diversity is equity. What IS next? Never go away. Newness is attractive. Grow a pair.
13. Out HELP your competitors. Think helping first. People LOVE that. Enable others’ successes. Monopolize the listening. Free is key. Help people learn.
14. Out KNOW your competitors. Do this weekly. Make knowledge wisdom. Know thy enemy. Get smarter now. Be like Yoda. Smarter wins sales. Be Sponge Bob. Exponential increase knowing. Feed your brain. Take your pick. People will notice. Just know more. Lead with value.
15. Out LEARN your competitors. Learn from strangers. Learn anytime, anyplace. Learning takes courage. Chronically enhance learning. Suffering enables growth. Admit to ignorance. Harvest the learning. Losers are teachers. Ensure effective learning. Preserve your learning. Integrate previous learnings. Live your learning.
16. Out LEVERAGE your competitors. Spot leverage points. Make nothing something. Ideas are waiting. Action is eloquence. Lessons, not mistakes. Bring new value. Bring newer value.
17. Out LISTEN your competitors. Grow humbler ears. Grow smarter ears. Grow empathic ears. Grow mindful ears. Grow silent ears. Grow proportionate ears. Grow proving ears. Grow prepared ears. Grow interdevelopmental ears. Grow helpful ears. Grow present ears. Grow recent ears. Grow Zen ears. Grow honest ears.
18. Out MARKET your competitors. Repeat past successes. Get over yourself. Huh? Before Aha! Fans equal money. Get permission early. Market yourself daily. Imagination, not millions. Imagination, not millions. Make people stop. Sing; don’t yell. Movements, not campaigns.
19. Out POSITION your competitors. Not Got Milk? Consistency, consistency, consistency. Be That Guy. Be the ONLY. Saying no works. Think Grateful Dead.
20. Out PUBLISH your competitors. Start writing today. Start writing today. Start writing today. Start writing today. Start writing today. Start writing today. Start writing today. Start writing today. Start writing today. Start writing today. Start writing today. Start writing today.
21. Out QUESTION your competitors. Ask; don’t tell. But don’t interrogate. Find common ground. Diffuse defensiveness early.
22. Out READ your competitors. Reading isn’t enough. Get Amazon Prime. Stop watching television. Burn your television. Got to Borders. Got to Borders. Got to Borders. Read more books.
23. Out RESPOND your competitors. Fun-dane, not mun-dane. Execution is priceless. Just chill out. Return calls faster.
24. Out SERVICE your competitors. Friendly always wins. Wear their shoes. Complaints are gifts. That’s not good. It’s about THEM. Think repeat customers. Be more unforgettable. Bolster customer confidence. Satisfaction isn’t retention. WOM makes money.
25. Out THINK your competitors. Active, progressive thinking. Brains need practice. Mold your melon. Creativity never stops. Be more wacko. Things will change. Creative is attractive.
26. Out TRUST your competitors. Earn trust trick-free. Educate your eyes. Discover root issues. Listening, not research. Prove credibility early. Advisors win more. Loyalty will skyrocket. Make them SEE. Empathy wins business. Trust builds slowly.
27. Out VALUE your competitors. Easy Tiger. Relax. Attitudes are assets. Visually begets victory. Be more valuable. People WILL buy. Take your pick. Weekly value wins. Price, schmice. Value! Shop for answers. Deserve your fee.
SPECIFIC WORDS
1. Listen for the word ‘always.’
2. Listen for the word ‘never.’
3. Listen for the word ‘should.’
4. Listen for the word ‘must.’
TYPES OF WORDS
5. Listen for words of blaming.
6. Listen for words of uncertainty.
7. Listen for words of minimization.
LANGUAGE PATTERNS
8. Listen for what they say.
9. Listen for what they don’t say.
10. Listen for what they’re not telling you.
11. Listen for what the person is trying to communicate.
12. Listen for what thoughts they share first.
13. Listen for what thoughts they share last.
14. Listen for what is emphasized.
15. Listen for what is downplayed.
16. Listen for how they say it.
CONVERSATIONAL TENDENCIES
17. Listen for immediate personal discounters.
18. Listen for justifications and modifiers.
19. Listen for repeated items.
20. Listen for questions.
21. Listen for patterns.
22. Listen for multiple meanings.
23. Listen for gaps.
LISTEN FOR DEEP EMOTIONS
24. Listen for resistance.
25. Listen for avoidance.
26. Listen for hesitation.
27. Listen for fear.
28. Listen for self-sabotage.
29. Listen for imbalance.
LISTEN FOR INCONSISTENCY
30. Listen for inconsistencies between words and behaviors.
31. Listen for inconsistencies between words and values.
32. Listen for inconsistencies between values and behaviors.
LISTEN FOR AFFECT
33. Listen for their eye movement.
34. Listen for their posture changes.
35. Listen for their pacing changes.
36. Listen for their energy level.
37. Listen for their volume changes.
38. Listen for their unrealized passion.
LISTEN FOR CORE
39. Listen for what they value.
40. Listen for what makes issues important in their lives.
41. Listen for what their vision and purpose is.
42. Listen for what someone treasures.
43. Listen for what makes them come alive.
44. Listen for the deep nuances they haven’t brought into their consciousness yet.
LISTEN FOR THEIR GAPS.
45. Listen for cognitive dissonance.
46. Listen for incongruity.
47. Listen for contradiction.
LISTEN FOR OPPORTUNTIES
48. Listen for what is pushing the person
49. Listen for their ideas of how they want things to be
50. Listen for how to remove resistance
51. Listen for what the person would need
52. Listen for others’ interests, not just their position
53. Listen for areas where people are afraid and hurt
1. Develop burning desire. You have to be on fire or else you will not succeed. You have to sustain an undousable flame in your belly or else you will not survive the cruelty that naturally gravitates to those who boldly venture out of their wussy little boxes. Are you on fire yet?
2. Develop deeper silences. That’s where you hear the good stuff. The stuff this noisy world doesn’t want you to hear. The stuff that tells you the truth about yourself, without fail. Have you done your meditation today?
3. Develop entrepreneurial skill. We’re all entrepreneurs, like it or not. So, it behooves you to become a master of common business practices like marketing, selling, networking and customer service; and not-so-common business practices like leverage, execution, time management and creativity. How many books did you read last month?
4. Develop great timing. Timing is everything. Not just in standup comedy or trapeze flying. In business, too. Timing can be the difference between a crash-and-burn website like Pets.com and a life-changing-money-generating machine like GoDaddy.com. Do you possess know-HOW; or know-WHEN?
5. Develop healthy environments. Conducive to creativity and favorable to fire starting. Environments that encourage questioning, model patient listening and foster dialogue and community. Would a MBA class on Corporate Culture use your company as a case study?
6. Develop intellectual gravity. By writing a lot. By reading a lot. By hanging out with smart people and asking them mucho preguntas. By observing a lot. By thinking a lot. By writing a lot. Did I say writing a lot?
7. Develop mature judgment. Which, essentially comes from (1) screwing up a lot when you’re NOT mature, (2) having the humility to learn lessons from those experiences, and (3) teaching those lessons to the world. What have you screwed up lately?
8. Develop microscopic vision. Focus is mobilizing. Focus is wealth. Focus wins ballgames. SO: Know who you (uniquely) are; know what you (unqiely) do; know for whom you (uniquely) do it; and know what five practical, unarguable benefits that (uniquely) result. What can you do in the first half of this day to demonstrate focus and unstoppable action?
9. Develop newsworthy content. An article about me was once featured in the USA Today among top stories about fear, death, despair, war, famine and ill-health. My headline read, ‘Man wears nametag for a friendlier society.’ Wow. I guess friendliness is so rare that it’s become remarkable. How are you making the mundane memorable?
10. Develop options continually. The most dangerous answer is the one you’ve convinced yourself is the ONLY answer. Careful. Are you putting yourself into a position where you think you know all the answers?
11. Develop specialized knowledge. That way people (prospects, clients, the media, etc.) start coming to YOU. Not to Wikipedia. Not to Google. To YOU. Because you’re the specialist. You’re The Man. You’re the Go To Guy for this particular topic or industry. What specific topic have you written more articles about than anybody else?
12. Develop unique knowledge. Be known for knowing something. Be known for your questions. Publish the best blog in the world on the specific topic of (x). What does the media consistently come to you for an opinion about?
13. Develop your unpredictability. Be predictably unpredictable. Be a sleeper. Come out of nowhere. Keep people guessing and constantly on their toes. And I don’t mean that fearful, oh-crap-here-comes-the-boss kind of way. Rather, a challenging and exciting presence that shifts the dialogue up when you walk into the room. How predictable are you?
SPECIFIC WORDS
1. Listen for the word ‘always.’
2. Listen for the word ‘never.’
3. Listen for the word ‘should.’
4. Listen for the word ‘must.’
TYPES OF WORDS
5. Listen for words of blaming.
6. Listen for words of uncertainty.
7. Listen for words of minimization.
LANGUAGE PATTERNS
8. Listen for what they say.
9. Listen for what they don’t say.
10. Listen for what they’re not telling you.
11. Listen for what the person is trying to communicate.
12. Listen for what thoughts they share first.
13. Listen for what thoughts they share last.
14. Listen for what is emphasized.
15. Listen for what is downplayed.
16. Listen for how they say it.
CONVERSATIONAL TENDENCIES
17. Listen for immediate personal discounters.
18. Listen for justifications and modifiers.
19. Listen for repeated items.
20. Listen for questions.
21. Listen for patterns.
22. Listen for multiple meanings.
23. Listen for gaps.
LISTEN FOR DEEP EMOTIONS
24. Listen for resistance.
25. Listen for avoidance.
26. Listen for hesitation.
27. Listen for fear.
28. Listen for self-sabotage.
29. Listen for imbalance.
LISTEN FOR INCONSISTENCY
30. Listen for inconsistencies between words and behaviors.
31. Listen for inconsistencies between words and values.
32. Listen for inconsistencies between values and behaviors.
LISTEN FOR AFFECT
33. Listen for their eye movement.
34. Listen for their posture changes.
35. Listen for their pacing changes.
36. Listen for their energy level.
37. Listen for their volume changes.
38. Listen for their unrealized passion.
LISTEN FOR CORE
39. Listen for what they value.
40. Listen for what makes issues important in their lives.
41. Listen for what their vision and purpose is.
42. Listen for what someone treasures.
43. Listen for what makes them come alive.
44. Listen for the deep nuances they haven’t brought into their consciousness yet.
LISTEN FOR THEIR GAPS.
45. Listen for cognitive dissonance.
46. Listen for incongruity.
47. Listen for contradiction.
LISTEN FOR OPPORTUNTIES
48. Listen for what is pushing the person
49. Listen for their ideas of how they want things to be
50. Listen for how to remove resistance
51. Listen for what the person would need
52. Listen for others’ interests, not just their position
53. Listen for areas where people are afraid and hurt
The best practice is to ask yourself questions like this:
1. If I were me, what would I do in this situation?
2. What am I holding that’s blocking my own sun?
3. Am I being the ME I always wanted to become?
4. What can I do to make this agree with my vision?
5. What would be SO typical of me in this situation?
6. Where are each of my values being expressed here?
7. Am I currently speaking from a place of personal truth?
8. Is this helping me become the highest version of myself?
9. What would the earlier version of me do in this situation?
10. Am I currently acting in harmony with the way I see myself?
11. What is the extension of my being, and am I exerting it here?
12. Is this in alignment with the best working model of my identity?
13. Will this choice bring me closer to my highest vision for myself?
14. What would it cost you NOT to stand up for your boundaries here?
15. Am I behaving in a manner that is consistent with my self-concept?
16. Am I giving people the tools they need to build the world I envision?
17. How would the person I’m tyring to become do what I’m about to do?
18. Is the message I’m currently preaching the dominant reality of my life?
19. What could I do differently to better align my responses with my values?
20. What would it mean to be true to your beliefs and principles in this situation?
21. On a scale from 1-10, how much of my energy and passion am I giving to this right now?’
22. What behaviors are preventing me from making progress towards becoming the best version of myself?
23. How could I leverage my frustration in this situation as motivation to grow into more of the person I’ve always wanted to be?
I challenge you to post a few of these questions (or questions of your own!) on sticky notes. Keep them in your office, bathroom and car as reminders to become more approachable by bringing more of yourself to the situation.
REMEMBER: If you want to remain purposeful in all domains, create a working model of your own identity.
1. Articulate strategy and ideas in plain language. Could a fifth grader understand you?
2. Be available physically, mentally and emotionally. Are your ears, mind and heart open too?
3. Be someone who can be trusted with sensitive information. Do people feel safe around you?
4. Be trusted to represent people’s interests, even when they’re not around. Who trusts you?
5. Communicate reasons for changes and decisions. What is causing you to be easily misunderstood?
6. Convey a thorough understanding of yourself. When was the last time you made an appointment with yourself?
7. Create a zone of respect around you without being overbearing.What is preventing people from taking you seriously?
8. Create an environment of openness. How do you initiate movement toward people?
9. Deliver specific and constructive feedback via coaching. Are you asking questions or hurling demands?
10. Demonstrate an awareness of how your behavior affects others. How often do you spy on yourself?
11. Don’t provide (too much) direction or guidance. Do you really need another status report?
12. Eagerly pursue new knowledge, skills, and methods. How many books did you read last month?
13. Engage in more ‘What if?’ discussions. What words govern your questions?
14. Facilitate; don’t dominate. How do most people feel when they’re around you?
15. Give personal attention. What’s your strategy for dancing in the moment and responding to someone’s immediate experience?
16. Help people develop passion for their work. How are you helping people discover the 1.21 Gigawatts of Truth that lay within?
17. Lead people according to their unique needs. Are you typing or harmonizing?
18. Let people finish what they have to say. Does your conversational narcissism irritate people?
19. Listen with the ear of your heart, not your ego. Are you monopolizing the talking or the listening?
20. Make a concerted effort to understand how other people experience you. Are you approachable, but not remembered as being approachable?
21. Make, own and share your screw-ups. How have you proven that you support and reward failure?
22. Open yourself to feedback and criticism. What is your ego preventing you from learning about yourself?
23. Open yourself to feedback without becoming defensive. What barriers to learning have you built?
24. Preserve people’s self-esteem. How are you helping people fall in love with themselves?
25. Provide candid feedback in a way that facilitates growth. What actions are you taking to build a reputation as a dispenser of truth?
26. Recognize employee contributions and ideas. Is your listening all show and no go?
27. Remain calm when confronted with different points of view. When you are emotionally involved in conversation, how well do you communicate?
28. Seek advice, feedback and coaching from others. Who’s currently coaching you?
29. Share information in a clear and concise manner. How are you making it hard for people to listen to you?
30. Share relevant insights and personal experiences. Does your insight leave the impression of value or vanity in people’s minds?
31. Tolerate honest mistakes as learning experiences. How are encouraging and rewarding mistakes?
32. Treat people with respect and fairness, regardless of their position or influence. What unnecessary title is preventing people from getting to know the REAL you?
33. When it’s a technical matter, (still) speak English. How could you send this message so it gets through the clearest and quickest?
1. Are your products positioned, or do they just have clever slogans? You need to be honest with yourself (and your marketing department!) Positioning is about mindshare. Mental shelf space. Memorability. Not Got Milk?
2. Do you match your position? You goal is to be the person your customers hoped you were. Consistency, consistency, consistency.
3. What position do you own? Known FOR some-thing. Known AS some-one. Know TO some-body. Be That Guy.
4. What position do you want to own? Don’t find a niche and ‘fill’ it. Own that sucker. Make it your bitch. Be the ONLY.
5. How can you say no while still positioning yourself as a resource? Even when you say no, you’re still marketing. If you’re not the right fit, tell customers you’ll help the find someone who IS the right fit. That way you’re still the hero. And heroes are often called on again and again. Saying no works.
6. How could I position myself to have ZERO competition? Mr. Miyagi said, ‘The best way to block a bunch is to NOT be there.’ Likewise, the best way to beat the competition