A Shark Bite

My nephew was born with a serious kidney problem.

He had surgery as a baby.

He was left with two scars on his belly.

His parents told him they were shark bites.

And he believed them.

Years later, at a pool, he was chatting with another boy.

Well, "chatting."

More like they were competing over silly things.

My dad is taller.

I run faster.

I have more toy cars.

Mine does more things.

Until the other boy, wanting to land the final blow, said:

"I have a shark tooth bracelet."

And my nephew, unfazed, lifted his swim trunks, showed his belly, and replied:

"I was bitten by a shark."

The other boy was speechless.

He lost.

How do you compete with that?

You don't.

Because some things aren't just a little better.

They are impossible to confuse.

That's what many businesses lack.

They keep saying the same thing everyone else does:

"We have quality."

"We offer great service."

"We have experience."

"We are trustworthy."

That's good.

And very unmemorable.

The nugget is this:

being a little better rarely suffices; being impossible to confuse changes the conversation.

That doesn't always come from the product.

Sometimes it comes from how you explain what you do.

From how you serve.

From the experience you leave.

But it has to exist.

Because if it doesn't, you become just another one.

And selling from there becomes exhausting.

If you want to find your business's shark bite, reply and I'll send you a guide to get started.

Carlos

Serving is the way.

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Shopology S.A. de C.V.

Av. Pacífico 468 Local C, Coyoacán, Ciudad de México, CP 04330, México.

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