Ep 431: Stop Selling Services. Start Creating Experiences.

If I printed 10 capability statements, yours and nine competitors', then cut off every logo, could you pick yours out of the stack? Most contractors say yes. Most contractors are wrong.In this episode I break down why "we're different" is the most common claim in government contracting and the least believable one. Quality work, on time, under budget, great customer service. Those are not differentiators. That is the price of admission, and we have set the bar so low in this country that clearing it by an inch feels exceptional.So I get into what actually separates you. How customer service turns into customer experience. Why the escape room I took Natasha to did more marketing in ten minutes than most capability statements do in a year. And how to build a named methodology of your own so buyers start asking for your process by name.I also share the play that produced 20 to 25 million dollars in direct awards in my first two years in this business. No competition. No RFP fight.Your challenge this week: find the stalest part of your delivery and make it memorable.