Often, when I consult with clients who are struggling with getting enough customers or repeat business, they typically point the finger of blame at their marketing. You know, their brochures, SEO, direct mail programs, signage, website, or other tactical elements. Look, before you even BEGIN to consider the role of marketing in growing your business, you need to consider two critical elements: You must have a good “inside reality”. In other words, your products, services, and

“But…All the Differentiators Are Taken!” It’s one of the common refrains I hear when doing branding consulting with small businesses and entrepreneurs: How can I differentiate my business when all the good positions are already taken? I usually rattle off some one-thing value propositions from the world of sub sandwiches: You know, Subway differentiates on fresh; for Cousin’s it’s the bread; for Jimmy Johns it’s speedy delivery (“Freaky Fast”); for Quizno’s it’s “toasted”. An