The Lesson Greetings from Troy, Positioning is an art. It’s not just about what you say, it’s about making your audience feel something for once. Most folks are snooze worthy, so here's your competitive edge. I had a conversation with a gentleman that cracked open some ideas about how we define our “thing"...You know, that unique, signature element that sets us apart and becomes the beacon or "bat signal" for our ideal clients. I think this is a lesson worth sharing.He said something that...