Most of us have a family. It’s what we go to work for and put our asses on the line for. It's why I crack open that Fosters oil can on a Friday afternoon and pat myself on the back. It’s a special feeling that cannot be bought, and customers know this when they walk in the door. It’s our competitive advantage.
Your brand name is your family, and if you live in a small community like I do, that’s what people are buying. Do good work and your customers will want you to succeed and make a reasonable profit. So instead of trying to compete on price or badmouthing your competition, which is all “they” have, sell your family (not literally!) and the fact that you are part of the community, not a giant behemoth with a multi-million dollar brand name that no one cares about.
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