Introduction

• How to differentiate yourself from the crowd
• When you’re not the cheapest option
• Fungibility

6:00: It has to matter to your client.

• Different differentiations for each client

8:50: Marketing and customizing your proposal

• Figure out who your competitors are
• Niche down on a specialty or target market

15:40: What are you offering that others aren’t?

• Training
• Tangible and intangible benefits

20:20: Developing a compelling value proposition

• Eight ways to add more value

22:00 Back it up with proof

• Credibility is critical
• Illusory superiority bias

27:00: Six categories of differentiators

• Predictable cost
• Risk mitigation
• Concierge service
• Vertical specialization
• Urgent service
• Shared worldview

32:15: Commoditization

• Be choosy
• Be passionate
• Use trial and error

42:15: Freelancing vs consulting

• Different mindsets
• Work your way up
• Let your differentiation develop over time

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