The real work of marketing and sales happens well before you set up a funnel or design a sales conversation ...

Often the focus in marketing and selling is on process or technique. Yet that is NOT where the greatest gains are made.

The key is to go deeper than anyone else in the market, in understanding and crafting the contextual and conceptual framework of your product or service.

Your marketing and selling content should leave your prospect feeling as though there is unlikely to be anyone else in the market that gets this and gets them better than you.

YOU should become the standard against which they judge everyone else.

That can only come from doing the work of going deeper into profound value than anyone else - but people don't like doing that.

It can be hard and challenging. Yet it is exactly what you must do to truly differentiate on what matters to your prospects.

It's impossible to be shallow and deep at the same time, but so many businesses go to market with a shallow conversation.

When we think deeply and show up with a deeper conversation, every shallow conversation your prospect has had with others become meaningless.

How deep does YOUR conversation go?