Here's a question I love asking business owners: What makes you different from your competitors? The answers are almost always the same. "Our quality." "Our customer service." "Our experience." "Our people." And look — those things might all be true. But here's the problem: your competitors are saying the exact same things. Word-for-word, in some cases. And when every brand in your space is making the same claims, none of them actually mean anything anymore. So what cuts thro