Rotary exchange students are prepared for their foreign adventures with a mantra: "Not better or worse - just different."
The term mantra implies this was drummed into their sub-conscious so it would govern all their attitudes and actions while learning about new cultures and conditions.
It's the same mantra we recite whenever someone begins bad-mouthing a competitor and his or her tactics: "They're not bad or unfair - just different."
This mantra is a clue for your differentiating messages. You can put on a positive spin by accentuating the positive rather than telling your prospective customers what you are NOT.
Stories from members will add great value to these maxims
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