The business you think you are in, is not the business you are really in.
Bit of a mind bender isn’t it.
But it’s a critical lesson to learn. It took me many years to learn it.
Your business isn’t what you sell. That’s just what you do. Your real business is as a marketer of what you sell.
What you sell is just the price of admission. Being great at what you do is expected. So you don’t get a competitive advantage from that.
But you do get an enormous competitive advantage by becoming the best marketer of what you sell. The best marketer wins every time.
Now sometimes that’s someone with an inferior offering. When that happens it sucks. In fact it breaks my heart to see that. But it’s very common.
There are millions of great products and services that die because of poor marketing. I don’t want that for you. So I encourage you to spend time each week learning and working on your marketing.
Better yet get professional help. It doesn’t have to be me. But you must get it. It will save you hours of frustration and many, many, thousands of dollars.