Do you ever feel like your clients see you as a cog in the wheel? Replaceable? Interchangeable with someone else who does what you do?

Years ago, I had a bank as a client. They believed their values, "Service, Loyalty, Integrity, Honesty" were enough to set them apart from every other small bank on the planet.

Spoiler alert: they weren't. They were getting crushed by the competition and couldn't figure out why.

It's because they were playing by the industry's rules—and not setting themselves apart ... for real. When a client sees you as replaceable, a few things happen:

1. You have to compete on price.


2. It's WAY more difficult to establish a relational connection with your client.


3. You're completely, totally, unavoidably forgettable.

On this week's show, you'll see what happens when you "monetize your mind" and create a business that's wrapped around the way you think (which is WAY more difficult to replace in the open market).

. . . . . . 

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