How do you plan to set yourself apart from your competitors? What genuinely innovative element do you have in your practice that you can hang your hat on and state unequivocally ‘this makes us completely different from everyone else’? Something that no-one else does in your jurisdiction?
You need to be genuinely different from all of those you compete against for customer mind space. You need a proposition that amounts to an Idea Virus
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Unleashing The Idea Virus – A Summary By Seth Godin