Become a landmark

“Drive up the street and we’re just before the giant <<competitor’s store>> ”

That’s no way to give directions. But it is exactly the way you want your competitors to give directions.

Similarly, saying “we do work like <<market leader>> ” immediately instills curiousity as to why I should work with you and not the market leader.

Become the milestone. Don’t become the vaguely amorphous thing near the milestone.

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