On Creating Your Category Of One. The Pitch.
A world without pitching.
You pitch because you’re better. And “better” makes you comparable.
Once you start being compared there’s no more Category of One. You’re part of that big, red ocean.
It doesn’t matter if you’re oranges and they’re apples. When they don’t get why you’re not comparable, they’ll only compare the ONE THING they do understand: price.
And pricewise, in their eyes, you’re no longer (or never were, in fact) oranges. You were always apples.
Have you created your Category Of One yet?
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