It is pretty simple to get caught up in the tangible outcomes you or your business produce for clients.
I mean isn’t that what people are buying anyway?
Yes, but the thing about the modern age of business is that doing the core work is often just an expectation.
You have to be a good marketer to just get in the door.
Your technology has to produce certain results or no one will talk with you.
The key in differentiating yourself is often less about what results you produce that are tangible and more about the intangibles that you bring to an engagement.
The tough thing about measuring these things is that you can’t easily measure them.
Too often, the best you get is that you’ll know it when you see it.