Most businesses with one operator are in highly competitive industries.

Think realtors, service professionals, musicians, freelancers… It’s unlikely that you’re in a business that is so unique that you don’t have millions of potential competitors out there.

Now if you’re Lionel Messi, Shohei Ohtani, or Beyoncé, you are so exceptional that you tower head and shoulders above any potential competitors.

Most of us aren’t like that.

It’s very unlikely that I can convince you I’m a better dentist than the 4,000 other dentists in your 5-mile radius.

But if you share your point of view—if you're comfortable with putting the weirdness that makes you you out into the world, that’s your best chance of attracting customers.

They won’t buy because you’re the best in your field. They’ll buy because you’re you, and they like you.