MAGIC IS ALL about the transformation you bring into a client’s life or business. And one of the big Strategic Questions that needs to be answered is how you will deliver that Magic to a client in a way that it is both differentiated from that of your competitors and more desirable. They are the two key words when it comes to marketing strategy: Differentiated and Desirable.

having a traditional service (or being perceived as having a traditional service) is akin to trying to sell the same tennis racket that 100 or more of your competitors also try to sell.

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