Don't ever plan to be average. Know your niche and lay the groundwork for success by doing your research into the client's needs and how your content attacks those issues and provides solutions. Lt. Col. Rob 'Waldo' Waldman joins Peter to share his approach to creating authentic, powerful, and actionable content. Waldo provides insight into his high energy, high impact style of sales and the preparation that is essential to his success and staying power.  Waldo talks candidly about the steps he uses to create and curate his brand and sales funnel. The episode is inspiring for anyone looking to improve their sales game and drive a big change in their business.