Want to stand out from your rivals? Then you need to consciously look and sound different from them.

Separating yourself from the herd of sheep is tough. But if you don’t, how will customers spot you? And even if they do, why would they choose you over all the other identical sheep?

That’s why blending in is actually the risky option, while standing out is actually the safe option.

Most small business owners, initially, need to force themselves to be different. But the more you do it, the easier it becomes.

I discussed all this and more with Jay Seeney on his amazing podcast, The Blacklist Sessions.