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.
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.