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# Better to be different — Kelford Labs Daily
- URL: https://kelfordinc.com/better-to-be-different-kelford-labs-daily/
- Published: 2025-04-11T10:26:01.000Z
- Updated: 2026-01-27T13:16:57.000Z
- Description: So they can find us.
- Author: Joel Kelly
- Tags: Daily Labs, different, position, categories

Have you ever struggled to describe what sets your business apart? What makes you different from your competitors or peers?

**Have you ever found it difficult to answer, “Why should I work with *you*?”**

I’m a marketing consultant. And when people ask me what I do, I *could* just say that.

I could say, “I run a marketing firm,” or, “I’m in marketing.”

And sometimes I *do* say that, but only when I want the conversation to end. Because those are dead-end answers. There’s no natural follow-up, no obvious question to ask next.

**So I wonder how you’re describing what you do. And if you’re accidentally shutting down the conversation by being too literal, too direct, and too similar to others.**

When someone asks you what you do, are you just telling them the industry you’re in? Or the type of company you run?

Because here’s the thing:

When *I want the conversation to continue*, perhaps even to move it into a sales context, I would never just say “I’m in marketing.”

I’d say, “I show experts the way to always knowing what to say.”

**Why? Because it’s more than *true*, it’s *different*. It’s more than what I do, it’s *why* I do it, too.**

So tell me this:

Are you able to articulate what you do and why you do it in a single sentence or phrase? Or are you still telling people your industry, your category, your jargon?

If we want our messages to go farther, we have to [focus further](https://kelfordinc.com/focus-further-go-farther-kelford-labs-daily/). We have to get ridiculously clear about the value we offer and what sets it apart.

Otherwise, we’ll never be found by the people [who need us most](https://kelfordinc.com/who-needs-you-more-than-ever-kelford-labs-daily/).

They’ll just bounce off our boring expressions or vague categorizations.

Better to be interesting, better to be captivating.

**Better to be *different*.**

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[***Kelford Inc.***](https://www.kelfordinc.com/) ***shows experts the way to always knowing what to say.***