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26 2011

Michel Neray, Essential Message

Syndicated from: Box of Crayons

What is your competitive advantage? How do you differentiate yourself? If you don’t know, you need to talk to Michel Neray, who is the “Chief Differentiation Officer” of Essential Message, a marketing company that helps people figure out their essential competitive advantage. Michel is a friend from Toronto, a copywriter, an internet pioneer, a black belt in karate, plus he rides a motorbike and paddles canoes. Michael and I talk about how determining your essential message is necessary to doing Great Work. He goes after some of the sacred cows in marketing, and share strategies for finding your essential message: Why the elevator pitch doesn’t work anymore How to uncover your genuine competitive advantage (it’s not about what you do, but how you do it) What drives you crazy makes you great When someone pays you a compliment and you shrug your shoulders and say “it was nothing,” it IS something. Go to to find Michel’s newsletter and blog. Listen to my interview with Michel Neray

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