Standing out is no longer optional.


Twenty years ago you could have an average product and make a good living. Now competition is global and there is an online middleman that is making a profit from all industries and niches imaginable: Google.

If you depend on paid traffic from Google or other sources you have a problem. Traffic is sold to the highest bidder and this creates a race to the bottom. At some point somebody will be willing to take a smaller margin than you.

The only way you can compete in the long-term is by standing out. You have to do something that is so good that people will seek you out and come to you.

About the author

Ivo Oltmans
By Ivo Oltmans


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