Want to kill a conversation before it starts?

Open with an ask.

The external environment is vast, and it’s not enough to simply convince someone that you can do the job they need done. You have to persuade them that you can do the job better than all their available alternatives.

This is positioning. It’s the link between your business strategy and your messaging.

We’re told to specialize early and go as deep as possible — we hear stories of Tiger Woods golfing at age two. But in today’s environment, going too deep in a single niche can be a liability.