The 5-Step Advantage for Any Business – including those of solopreneurs.
1. Define your Business as a different (not just "better") New Category/Brand Strategy that empathizes with and nails a customer problem others (even possibly the customer!) are missing or not quite getting.
2. Build Your Elegant Solution, product, service...and company of people (including investors) who get it emotionally not just intellectually.
3. Operationalize your Category-Brand Strategy as the Coxswain of every dept/function responsible for every Employee and Customer Experience.
Note: All depts operate to Plans guided by One Category-Brand Strategy. They are dept/function Plans, not multiple "strategies."
4. Brilliant Creative.
5. Own Up to F'ups and Fix Em.