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When AJ Adams had me on his podcast as a guest, we spoke about all things important to businesses right now: ¡ñ ¡°Branding is the art of differentiation.¡± ¡ñ ¡°Greatest brands start at the outer perimeter where their audience lives and breathes their values, their passions, their objections, and their aspirations.¡± ¡ñ ¡°The best and greatest brands are built on shared values they have with their audience.¡± ¡ñ ¡°The difference between strategy and design is everything.¡± ¡ñ ¡°The two races people in business should never be part of: 1) The race to the bottom (cheapest price) and 2) The race to the top (trying to ¡®out-feature¡¯ your competition).¡± ¡ñ ¡°Clients and customers only care about the fact that your product serves as a connecting strand between where clients are now and the place where they want to be in the future.¡±Read less