Brian Will

speaker

848 appearances 1 recordings 1 series first heard Jul 2026 last heard 15 Jul

Brian Will’s voice in public audio — every appearance, attributed to the second.

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recordings per month · last 12 months

Recordings per month over the last 12 months — 1 in all, peaking in Jul 2026 with 1.

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And the key to this one is your business is either going to have a unique draw or you're going to be a commodity.

If you are a commodity business, the only way for you to win is to chase pricing down to the bottom until you can't make money.

If I start a landscaping company and I'm no different than anybody else out there, why should they buy landscaping from me?

And if your only reason is because I'm cheaper, the new guy on the block will be cheaper than you, then the next guy will be cheaper than them.

And pretty soon you're all chasing that down to the bottom until nobody makes any money.

You've got to figure out how to not make your business a commodity.

So why should they buy your product?

Why should they buy it from you?

It's huge.

You have to have something unique.

I was an interim CEO of a company out in Portland, and one of the salespeople called me a year later and he says, I've started my own business.

I need you to tell me how to get past the gatekeepers in the offices.

I said, okay, why should they buy from you?

He goes, because I give great customer service.

I said, who cares?

Everybody says that.

He goes, because I care about their employees.

I said, who cares?

Everybody's going to say that, including the owner's brother-in-law.

He goes, well, what is it?

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