We almost went out of business until I changed this

Signaling the opposite of what we were known for increased our overall sales, but why?

Most businesses double down on what makes them unique. We accidentally did the opposite — and sales increased. Instead of signaling “we’re different, we’re niche,” we signaled “we’re for you too.”

And customers responded by showing up in ways we never anticipated. This episode breaks down how shifting customer perception: - expanded our market,

- reduced staff stress,

- improved the customer experience, and

- even led to a partnership with a would-be competitor. If you’ve ever wondered whether your differentiator is actually boxing you in… this episode is for you.