As I often do, when I find myself in need of a little reading material, I open up a cabinet over my desk and grab the closest book that catches my eye. I have no intention of rereading the book itself, but to turn a few pages and focus on the highlighted passages earmarked from my initial reading.

On this particular day, I picked up The Purple Cow by Seth Godin. I was immediately reminded of the necessity in today’s competitive environment to properly differentiate yourself from the myriad of choices today’s buyer has at their fingertips Read the rest of this entry »