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"Stake your territory: create a unique brand for you and your life."
Competence: Your potential customers, in response to your marketing, must be confident in your ability to help them. Colleagues must know that you can carry your own weight in the workplace.
Good character: Everything about your story must convey impeccable ethics. The things you do and don't do or say and don't say are a reflection of your honesty and ability to play fair.
Good will: Your story is the perfect vehicle for displaying empathy and understanding for the kind of customers and clients you wish to attract. Yes, you are of general high character, but there needs to be a special place in your heart that wants to see this specific type of individual succeed. Your origin story should answer the question: Who are you?
Your colleagues and prospects need a frame of reference. They need to know some basic facts about your background. And more importantly, they need sound reasons to believe you are the right person to be dispensing the kind of advice they're looking for.
People who should listen to this show are entrepreneurs, executive coaches, homebased business owners.
