#24 - Unmistakable You: How to Become Hard to Compare

What if the reason customers choose the cheapest or the loudest option isn’t because you’re bad, but because you’re easy to compare? Nigel Ridpath takes listeners on a crisp, story-driven journey through the quiet killers of great businesses - friction, generic messaging, and the danger of blending in. Through vivid examples, he shows how specificity, named methods, clear proof and brave trade-offs turn vendors into the kind of people others can’t stop recommending. You’ll get a practical checklist you can apply this week, a one-minute rant for comic relief and a superhero of the week that proves differentiation often lives in unglamorous detail. Short, action-oriented and sharply observed, this episode leaves you with one mission: rewrite one sentence that describes what you do so the right clients recognise you immediately - and the wrong ones self-select out.