Attainable

We’re talking about capturing your “How” Advantage — my good friend and business performance expert Ryan Estis kind of coined this phrase. And when we first started talking about it, I said, “What the hell is a ‘How’ Advantage?” The simplest and easiest way to define a “How” Advantage and to capture it is to focus on being remarkable consistently. “Now, my definition of being remarkable is worthy of being remarked upon.” And so this whole idea of good — your experience, your product, whatever it is, who you are — is it so good that I have to tell someone about the experience? And so I challenge people, and I’m like, “When was the last time you had an experience with a brand or a service provider that was so good that you had to tell someone about it? Better yet, when was the last time you created an experience for someone that was so good they had to tell someone about it?”