Cody emphasizes the importance of offering "non-negotiable value"—services that clients perceive as essential rather than optional. Through relatable examples, such as a father struggling with physical limitations that prevent him from bonding with his child, they illustrate how addressing deep, unmet needs can set a professional apart. The discussion includes actionable steps on pinpointing your differentiators, moving beyond superficial traits like "best coaching," and truly understanding what makes your process unique.

Finally, Larry and Cody offer tips on creating a framework for identifying the right audience, highlighting the critical role of clarity in marketing and service delivery. Whether you're a personal trainer, gym owner, or health professional, this episode is packed with strategies to help you build a thriving career while staying true to your passions.