Small business is just a hotbed of advertising and business slogans that are of no differentiation whatsoever. Case in point I recently saw a very large billboard and I forget anything about who the ad was or about and remember only it proudly proclaimed that “our people make the difference”.  Now, I would hate to think that the company paid somebody big bucks to come up with an ad like that or a slogan like that.  so fast forward to this weeks podcast I'm going to talk about what we call table stakes differentiators or TSD's as will call them for the rest of the podcast.