In the small-business world, being “Vanilla” isn’t going to allow you or your work to stand out. Smaller companies must be the “Pistachio” of their market. Pistachio may seem polarizing—some people love it, some people hate it—regardless, it stands out.

Use what makes your business stand out by demonstrating to your audience all of the unique and valuable ingredients you have to offer.

Remember: some people would gladly pay $25 for the artisanal bucket of Pistachio ice cream over the $4 tub of Vanilla.

Find the quotes featured in this episode and more in Paul Jarvis’ “Company of One” on Amazon: https://amzn.to/2EcYd5G