What's Your Hook?

Every business has one. That unique characteristic that sets your business apart. Identifying that hook is tremendously important to a business. It’s what you use to draw your customers or clients in to try out your product or service. Sometimes you’re too close to your business to clearly identify that hook – get some more people involved whom you trust. They may point out something that seems obvious or not important to you, but really resonates with clients or customers. For example, early in my career, I worked at a company that decided to rebrand. Working with a consultant, many client interviews were conducted, and clients were asked which words described the company. Internal s

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