We all know in business that it takes more than one thing to be successful. But, if I had to say that there was one magic key or thing that everything else is built on, it would be knowing what makes you different, unique. This work is the primarily what I do with my coaching clients—to help them discover their difference. It’s never been more important to stand out in this very noisy marketing world. Today my guest, Ian Chamandy and I dig into answering the fundamental question you must answer for all your prospective customers, why should they choose you? Ian is the co-author of the book “Why should I choose you?” – Answering the single most important strategic question in business in seven words or less Ian is a founding partner of Blueprint Business Architecture, a company that developed a new methodology for strategic planning.  He has co-facilitated the creation of well over 200 Blueprints for companies large and small, helping them define what makes them uniquely remarkable at their core and using this clear, concise and compelling statement as the basis for the company's future. One-quarter of Blueprint's clients is in the not-for-profit world, helping organizations such as hospitals, universities, and special-purpose charities define their unique purpose and leverage that to increase donations. Highlights - Key benefits to understanding why someone should choose you Core elements of strategic planning The difference between a core value statement and a tag line Connecting emotions to the buying experience Why we resist stepping outside of the status quo   Resources - Acuity Scheduling Client scheduling a crazy hot mess? Don’t hate. Integrate! Acuity automates your appointments, cancellations, reminders & even payments with one(non-frustrating) click. No more back and fourth, missed meetings, no shows or multiple calendars to manage! Get your special 45-days free trial(typically 14 days). Grammarly Getting your point across in business can be tricky. Grammarly uses a browser extension to check your text for spelling and grammatical errors anytime you write something online to help you avoid mistakes in comments, tweets, and status updates. Get access to your own personal editor 24/7!  Free Webinar: I'll be sharing how to leverage your creative side and use it as an advantage in business. Join me for my free webinar, How To Succeed In Business Marketing Yourself and Your Talent. Register here cwwebinar.com or text warrior to number 33444 to unleash your creative thinking to propel your business forward. Guest Contact - Website Twitter Facebook LinkedIn Book Why Should I Choose You (in Seven Words Or Less)?   Mentions - A Short History of Nearly Everything Bill Bryson “I wrote a long letter because I didn’t take the time to write a short one.” The Complete Works Oscar Wilde  “The definition of insanity is doing the same thing over and over and expect a different outcome.” The World As I See It Albert Einstein Joni Mitchell Neil Young