People make decisions by making comparisons. If you don't tell them how you want to be compared, they'll default to the one thing that they can easily understand: Price. Once your architecture firm is competing solely on price, it's a race to the bottom. As soon as someone else offers a lower price, you're stuck having to take even less to keep getting work. No one wins. The better course is to identify and communicate your firm's true differentiators. In this episode, we help you identify what really separates you from other firms and communicate that to prospects.   Highlights How prospects evaluate firms Why where you went to school isn't enough of a differentiator Criteria you can use to differentiate your firm from others   Episode Resources Connect with Brian and Patience Jones https://graphicmachine.com/ https://www.linkedin.com/company/graphicmachine/ https://www.linkedin.com/in/brian-jones-graphicmachine/ https://www.linkedin.com/in/patiencejones/ 

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