About 15 years ago I'm walking around downtown Seattle.

I'm chilling with some friends drinking coffee.

In the distance I hear some faint music. I mostly ignore it because...Seattle.

But it gets louder.

And louder.

And louder.

We all stop because we have to see where this music is coming from.

Soon it arrives...

It's a car. But not just any car.

It's a big ol' classic Cadillac. I couldn't tell you what color it was because I couldn't see the paint.

The car was covered – and I mean COVERED – with crap.

Action figures, baby dolls, stickers, Mardi Gras beads, Godzilla, rubber Gremlins, fuzzy fringe balls around the windshield, sequins on the grille...the works. Over every inch of the car.

And of course the loudspeaker blasting music from its roof.

Now...that was 15 years ago. I've seen probably 89.3 billion cars since then.

Do I remember any of them? Nope.

But I remember that Caddy. I only saw it once for about 20 seconds but I'll take those images to my grave.

Which brings me to this email. This week I'm starting...

A Mini-Series About Differentiation

Because...frankly...people are drowning. And they really don't need to be.

Folks all over social media (and even my own clients & prospects) are saying stuff like:

• "It's harder than ever to get clients."
• "Why would anyone hire me at my fee when they can just get ChatGPT to do it?"
• "AI is ruining everything."

They're not wrong.

But they're not exactly right either.

It's all about technique. And there's a particular approach that will save your bacon in this weird new era.

In this new mini-series I'm going to tell you exactly how I do it.

Hopefully, by the end of the series, I'll have you skipping around this scenario like a happy-go-lucky kid sucking on a lollipop without a care in the world.

Today's email is Lesson Number One.

And the lesson is that Cadillac I just told you about.

You remember it, right? Maybe got a picture of it in your head?

Good.

That Caddy knew all about differentiation.

Next week I'm going to cover 2 things:

1. Why most "Be Different" exercises fall flat
2. And I'll show you one very specific and very real way I use this in my own business.

The way I differentiate myself being brings in clients. Real clients with real money who aren't looking for discounts. All in an industry being absolutely overrun with AI and opportunists like weeds.

You're gonna dig it. Talk to you then...

Charlie