What or How?

No one cares anymore about what you do.  Someone else is doing what you do.

No one cares anymore about what you sell.  Someone else is selling what you sell.

The people that make up the market are looking for the HOW in you.  There’s value in the HOW.

HOW do you get my attention?

HOW do you talk to me once you have it?

HOW do you give me your attention?

HOW do you understand me?

HOW do you communicate so I understand you?

HOW do you care?

Once I know HOW you go about doing business, the what doesn’t really matter.  In a world of shouting whats it’s the HOWS that make the difference.