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What makes you DIFFERENT from the competition?

I ask that question a lot, I know, but OMG it's important. Why
should anybody do business with you versus every other option
available, including doing nothing? If you can't answer that
question, you're in trouble.

Unfortunately, for many of us, the answer is elusive. For example,
what if you're an online retailer selling dog supplies -- toys,
treats, collars, beds, etc.?