People don’t care until they know you do

"Exceptional. Signature. Personalized. Customized." Is any company’s service really any of these? Maybe, at times. Certainly not always....

Most consumers cannot tell if a lawyer or electrician or accountant has done a good or bad job. Even after the job is completed, it’s...

If you work in an industry that requires certification, or specialized training, then you know more than your customers. And that can be...