Most people study their competitors looking for gaps to fill. What aren't they doing? What can I add that they're missing?

But that approach leads to a hodgepodge of offerings and a brand that looks like everyone else's.

In this episode, I'm flipping the script on how to think about your competition. Instead of looking at what they're missing, I want you to look at what they've committed to. Their discipline. Their focus. That's the thing worth stealing.

I'm also breaking down what clarity actually means (hint: it's not just "being clear"), why a list of services doesn't define a brand, and the magnifying glass principle that changed how I talk to my own kids about focus.

If you're heading into this year wondering how to stand out, this episode is your starting point.

In this episode:

• Why adding more services keeps you invisible
• The real definition of clarity (and why it's about decision making, not communication)
• What a magnifying glass taught me about expertise
• The difference between generalists and specialists (and why higher level clients seek specialists)
• My challenge for you this year: what can you subtract?

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