Why Your Brain Ignores “Better” (And What To Do About It)

Stop competing on 'better.' Start showing what you see that others miss.

I started noticing something in positioning calls with consultants.

They’d list their credentials like ingredients on a cereal box: “I help with strategy.” “I do transformation.” “15 years of experience.” Prospects would nod politely, check their watch, then ask about pricing.

But when I’d ask “What do you SEE that others miss?” their posture changed. The…