We’re talking about capturing your “How” Advantage — my good friend and business performance expert Ryan Estis kind of coined this phrase. And when we first started talking about it, I said, “What the hell is a ‘How’ Advantage?” The simplest and easiest way to define a “How” Advantage and to capture it is to focus on being remarkable consistently.

And so this whole idea of good — your experience, your product, whatever it is, who you are — is it so good that I have to tell someone about the experience? And so I challenge people, and I’m like, “When was the last time you had an experience with a brand or a service provider that was so good that you had to tell someone about it? Better yet, when was the last time you created an experience for someone that was so good they had to tell someone about it?”

And I show up every single day thinking about that question. Every interaction with my clients, am I showing up in such a way that they have to tell someone about this, about working with me? And it’s an elusive goal, right? It’s a challenge and a goal that you wake up and you try to chase every single day, but you’re mindful of it. You’re mindful of it when you get the email request about another document, or another thing that they need or want, or that they need you to rewrite. And in your mind, you just want to not respond or to give it half your effort, but you say, “This is a moment. This is an opportunity right here to elevate the experience, to create that ‘How’ Advantage.”