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Compared to what?

You might copywrite a text faster than anyone else in town. But on the other side of the planet, I can find someone who writes better.

You might make the best burger in New York. But if I’m living in Germany, I will choose a different restaurant for tonight’s meal.

“Faster” and “better” can have a very different value depending on the arena you’re competing in.

Which arena are you competing in? Does it influence how you communicate why people should choose you?

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Toxic vagueness

Some people cover everything they say in a fuzzy layer of vagueness so they can never be questioned or challenged. It’s a sign of a

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The polite audience

Have you ever sat in a totally boring presentation but ended up clapping your hands anyway? Clearly, the applause wasn’t well deserved but you clapped

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