Packard is. However, Hewlett-Packard still needs to invent the iPhone. Somebody else did — somebody not as well-known as Hewlett-Packard at the time.
We all know examples of people who did a fantastic job but only had a few customers because not enough people knew about them. I've seen examples in car repair, carpenters, tile setters, and contractors. People who do a fantastic job often need to learn how to tell people why they're better. I've even seen marketing people so busy doing great work for their clients that they forget to sell themselves! One problem is that even high-performing individuals usually need to learn how to tell a story about their abilities. Stories are powerful. The best stories don't just give the facts — they make facts memorable by engaging listeners' emotions. Tell a story to back up your claim about why you're better and why the customer should work with you.
FOLLOW A 3-STEP PROCESS
Here's how you can tell customers why you're better than your competition. The difference between you and your competitors doesn't have to be huge. You may be better at a specific niche or better in a different way. Setting yourself apart from — and above — your competition is a three-step process: 1. Figure out what makes you better. 2. Then, figure out how you will tell customers why you're better. 3. Test out your message and tweak it based on the response.
HOW TO FIGURE OUT WHY YOU'RE BETTER
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