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Find & focus on the niche. Truly find those attributes you are willing to double down every si gle day, and communicate them. Positioning axis (x) (y). Dont follow the proletarian masses, be unique, different, change the world. Make the key rhat opens a specific lock, not a key that opens every lock. “Not everyone will pay attention, but if you do your job right, enough people will” (& the ones you want t/serve.