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This episode is Julie Chenell and Cathy Olson talking through something most people find uncomfortable: figuring out what actually makes you different.
The main point: if you don't have some kind of edge, you're going to have a hard time turning attention into actual customers. But here's the thing they emphasize—you don't need to have this perfectly defined before you start. You can figure it out as you go.
Worth a listen if you've been spinning your wheels trying to sound different but keep coming up with nothing.
