In every market, 20% of people are ALWAYS willing to buy the best product for their own social capital. In this Dental Wealth podcast, Tower Leadership's CEO, Eric J. Morin and Marketing Director, Matthew Maffei explain that in order to stand out in your market, you must focus on three things: does it look better, does it work better and is it more convenient. Stop looking at the average and start looking at how you can challenge yourself to be better and create an outstanding experience for your practice!