Choice

We have more choice than we know what to do with in today's world. There are thousands of coffee shops to choose from, thousands of apps we can try, thousands of restaurants we can dine in. But the fact is, our brain can only retain a certain number of choices for each category we care about. 

Average marketers often become grouped into the "thousand's category" while skilled marketers figure out how to occupy the few slots that are reserved for the remarkable. The trick is to not be remarkable for everyone, but to be remarkable for the few that matter, the one's you serve.

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