I have this dream.
My new client has a product or service with an amazing point of difference.
There is something unique about it. It has something none of its competitors possess. It’s amazing. It’s incredible.
Oh joy!
And then I wake up.
It’s incredibly rare that we have the opportunity to work on promoting a product or service that is significantly different from its competitors.
Mostly we have to work with very minor points of difference. Sometimes there is no point of difference at all.