Read by Jeff Moon

What separates average businesses from extraordinarily successful ones? Better product? Nope. Your competitor will rapidly reverse-engineer your "secret sauce" and get their "better-than-you" version on the market faster than you can say "Usain Bolt". Better customer service? Guess what? All of your competitors say they provide the best customer service. It's a wishy-washy phrase...a vague generality with no meaningful specific. Better pricing? You're kidding, right? The company that lives on price dies on price. More harsh reality: Almost all industries today struggle with the increasing commoditization of their products and services, putting considerable pressure on prices and margins, leading to fiercer competition. The solution? You must create an uncopyable attachment with your customers. They must see you as not only delivering a superior product but also as a high-value relationship they simply cannot get anywhere else

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