Usp

Specialization scares business owners, but it’s the only path to standout positioning. Say no, cut distractions, and become the undeniable master for a narrow audience instead of chasing every tempting opportunity.

Stop staying stuck. The real problem isn’t marketing tactics. It’s weak positioning. Quit trying to be better. Get radically different so ideal customers see you as the only choice.

Stop sounding like every other firm and become the only choice. See how positioning, focus, and an authority engine attract clients, command premiums, and end the hustle you're stuck in.

Uncover critical issues in Google Ads campaigns, such as accidental clicks, misleading location settings, irrelevant search phrases, and self-serving recommendations. Learn practical strategies to optimize your ad spend and improve campaign effectiveness.

We’re naturally attracted to people and brands that stand for something, and we’re suspicious of those that try to mold themselves around our preferences. Imagine this. You’re on a blind date. > You: “So, where do you want to go?” Date: “Wherever you want to go.” You: “Maybe dinner? What kind of foo…

Alltel’s faux lawsuit fizzled. Forced jokes, cardboard characters, and fear of offense drained the story. Viral needs craft and risk, more novelist than ad shop, or the web shrugs.

[Eris Free](https://web.archive.org/web/20060328061101/http://erisfree.com/updates/79/branding-blogging-and-business-oh-my), [Paul Scrivens](https://web.archive.org/web/20060328061101/http://9rules.com/whitespace/web_business/money_integrity.php), and [Molly Holzschlag](https://web.archive.org/web/2…