The law of leadership says that you want to create a category that you could be number one.
There's really no value in trying to compete in somebody who's already number one or number two for that matter.
The mistake a lot of people make is in they think that the key to their success is if they can just be better than the person that can be against.
The reality is even if you're better there's no guarantee that is going to work for you.
You can be better and be broke! So being better is not the answer.
Being first in the mind of the prospect is what matters.
Since of what you have to do is you have to position yourselves to something different. You've got to bring some other slant to it. You've got to be something that nobody else is and that goes back to creating the USP - the unique selling proposition.
So think about how you can differentiate yourself.
