- Form your own personality for your identity: Clone a service offer by a guru won't make you a guru. You want to have the content come out your personality, yourself. Clients respond to what you like. It's too risky to be a me-too.
- Find out from the customers to identify the REAL problems.
- Create a single superpower to tackle one of most identified problem.
Once the company is positioned, then, move on to design irresistible products.