Style over substance

We often hear about the dangers of style over substance.

Some may think this warning means substance is all that matters. That style has no place.

Wrong.

In most fields, we have a long list of similar options.

How many competitors are in your niche? How many other companies could your customers choose instead of you?

If you're an artist, maybe you've heard there are only so many stories one can tell. It's usually a handful—somewhere between five and ten.

Does that mean we would say your business should close its doors? Or that you shouldn't tell your stories?

Of course not. Instead we say: Only you can conduct your business or tell your story like you do.

If that's the case, what makes you worth paying attention?

Your style.

But if you're telling the same stories in the same way as everyone else . . .

#business

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