It’s easy to focus on tools: books, websites, anything that gets you “out there.” Why? Because it is tangible — you feel like you’re making progress. Why it doesn’t work: the intangible cart needs to come before the tangible horse. If your differentiation is not clear and compelling, then no slick-looking tool is going to make the phone ring (or the emails come in).

Claire Hatch allowed me to draw out insights she knew but wasn’t using. Together, we created her “manifesto” on the state of marriage today — a toolbox and approach that “affair-proofs” any union. Result: Claire can not only add killer content to her site, but can also have sales conversations that immediately show value. (And yes, brain cells were hurt in the process.) You have to be willing to say what no one else is saying – then you’ll be in that “gotta have” category. Great job, Claire!

The manifesto call is coming up – and I’m gearing up with new strategies to deal with this economy. Click here for info and to register.