In Bryan Todd’s “Breakthrough USP” training, he pointed out that in the real world, a business has not one but THREE facets of its USP:
1) The Front Page News,
2) The Back Page News, and
3) Unreported News.
Front Page News is:
Do you resist great advice?
The other day at a 4-Man Intensive, someone in the group was dispensing some REALLY good advice to a surgeon. He adamantly resisted it.