In his terrific book, The Dip, Seth Godin reveals a powerful truth. We all want to work with one person: The person that is the best in the world for the thing we need. He reinforces this excellent point by adding that being the best in the world is seriously underrated.

How do you show up as the best in the world? Through Target #4 of your high profit presentation -- demonstrating your expertise. When you demonstrate expertise, your audience will recognize you as exactly who they want to work with--the best in the world. 

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