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I've never heard any of my clients say they want to be 'better' than their competitors. They just want to be different, to attract people who align with their values and who they'll enjoy working with.

And that's what really makes a business stand out. It's not about being the best at everything, it's about being the right fit for the right people.

And you know who really stands out in any industry?

It's the people who've taken what they're passionate about and made it central to their business.

Their values come across in everything they do - they don't have to list it out on a website for you to know what they value cause it’s so obvious.

When we're trying to figure out what makes us unique, it's so tempting to look at what everyone else is doing. But the real key is to look inward. Our experiences, passions, quirks - that's what makes us different. And different is good. Different is what gets people's attention.

Take a moment and think about the businesses you love

Chances are, it's not because they're objectively "better" than everyone else. It's because something about them resonates with you, right?

That's what we should be aiming for when we create our brands. Not to be necessarily better, but to be more ourselves.

That's how we draw in the exact kind of people we feel called to support.

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