In this episode, Roy argues that businesses are doing a mediocre job of declaring why people should buy from them as opposed to their competitors. The use of CLAPTRAP word like “better”, “best” and “#1” and ASPIRATIONS like “We’re in business to save our home planet” to describe what makes them special are subjective at best and mean very little to a person wanting to choose a company to do business with. Roy shares his “ONLY Statement” innovation with you that clearly defines an organization’s uniqueness at a granular level. “We are the ONLY ones who…” dispels the CLAPTRAP and gives companies the guidance they need to clearly and honestly differentiate themselves from every other competitor they face.

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