Why would you lead with What you do and how well you claim to do it?

When you do that, you are forced to compete with every other business.

Here's the problem - potential clients often aren't qualified to judge your competence. They don't know what makes you great at what you do, or whether they are being told the full story. Fingers crossed, they hope they make a good decision, but that's not always the case.

When you focus on WHO you are, though, you enter a whole different universe. You aren't asking others to judge your competence, you're asking them to choose your Character. Something most people are much better qualified to do.

We intuitively move towards those with full transparency and vulnerability. We feel safe when they are authentic, open and straightforward. We know, like and eventually trust - not based on competence, but on character.

Why then lead with something that invites potential clients to judge rather than something that forces them to choose?

Are you afraid of not being "good enough?"

Are you afraid of "standing out?"

Are you afraid of how limitless your potential really is? That some may not like what they see?

"Your playing "small" does not serve the world - who are you not to be great?" - Nelson Mandela.

Be more, much more, YOU.