2434: Identity, Part 1 of 3: What Identity Is (And Why Yours Is Probably Broken)

Rich explains "identity" — the art of communicating what makes your business genuinely different. Using memorable stories about a hidden taco stand and a hotel showerhead, he shows contractors how to replace empty platitudes with specific, vivid language that resonates with customers. This is part one of a three-part series on building marketing that actually works.