One of the early mentors Coach Micheal Burt had was Joe Calloway, the author of “Become a Category of One” that would become one of the greatest concepts and books of all time. Since then Joe has become one of the top performance consultants in the world and focuses on how companies can “be the best at what the customers want the most.” His new book “Magnetic” describes how your company can become so attractive to customers that you are a “must have” vs. a “nice to have.” In this riveting interview Coach Burt digs in with Joe on how he prepares for his customers (one of his signature moves), how you can become “magnetic” as a company, and all the mistakes most companies make as it relates to differentiation.