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I read a book several years ago titled "The Myth of Excellence" written by Fred Crawford and Ryan Mathews. At that time, I was struggling during a difficult period in the car business and was trying to figure out how I could change my business plan to differentiate it from my competitors.

Everyone advertised "price, price, price" and the customers just weren't responding.

This book opened my eyes to perspectives and possibilities that I had never considered...that I didn't have to compete just on price.

Yes....I had to offer competitive pricing, but I could also focus on other things that my potential customers could relate to and appreciate. I could give them other reasons to choose me!

In this episode, I want to encourage all business owners to make a decision....When you look at the attributes of Price, Product, Service, Access and Experience, which one is your most important business attribute? Which one is second?....and while all of them matter, which ones could you afford to be at least better than average at?

....Because the truth is, you can't (and don't need to) be great at everything.

Lennie Lawson...businessman (and Car Guru)

Email Lennie at [email protected]