This week, host Jock Putney sits down with Bill Schley—award-winning ad man, branding expert, bestselling author, and the legendary mind behind the real formula for the Unique Selling Proposition (USP)—for an unforgettable deep dive into clarity, creativity, and what it really takes to stand out in a noisy world.

🧠 What You’ll Learn:

• The difference between branding that sells and branding that’s just noise
• Why “Just Do It” isn’t a USP—and what actually is
• How microscripts shape history, influence buying behavior, and win trials
• The formula behind unstoppable entrepreneurs—and how to build a brand that lives forever
• What Navy SEALs, OJ’s defense, and startup founders all have in common

💡 Bill’s storytelling, truth-telling, and pattern-breaking wisdom will change the way you think about business, branding, fear, and peak performance—for good.

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