I am a twin, an identical one. No, we don't have secret "twin powers", but we've been continuing the experiments and I'll let you know how it goes.

When it comes to marketing, people like to say that they know about differentiation and quietly, some part of me wants to snicker. As a twin, from my very first day breathing fresh air, I was being confused for someone else - indeed, some 40 years later I have an older sister who still calls us by the wrong name. I started life with a womb-mate and have had to differentiate right from the start. As a toddler I needed to be clear who I was and eventially had to accidentally injure my brother so that the head wound would make him easily identifiable. The point is, my entire life has been about being able to show up authentically, and differently, without having to resort to being weird.

Your practice needs to do the same. 

Part of how I know how to make different "work" is because I've learned how to leverage the deep fundamentals that operate below the surface - the principles at work. I don't play around with trying to be different and I don't try to get my clients to do cute stuff in order to be different. I get it. I know how to work it. I know how to make it real. I know how to do it in your business and I know how to do it so that it's not a gimmick, not a joke.

Different done right gives masterpieces. The wonders of the world are masterpieces. Ghandi is a masterpiece. The space shuttle (a re-usable rocket!) is a masterpiece. 

But different done wrong gives embarassment. Deciding to dress like the Village People would be "different", but it isn't going to work most of the time, is it?

There are over 35,000 financial advisors in Canada and over 397,000 in the United States. What I know is that "what you do" is not different - it is fundamentally the same. But who you are is different, and that's where you can win.

Clients rely on us to identify their personal brand and then take it to a point where they can use it in the market. They rely on us to help them express who they are in a way that is authentic, and in a way that works. We want to do the same for you.

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