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Rather than an “about” page on your site/blog, may I suggest you replace it with a “how we’re different” page.

On the very rare occasions when I see “how we’re different” along the bottom or top of a site – instead of the more typical “about” – I almost always click on it, and I’m almost always glad I did.

It seems that companies who can quickly sum up their competitive advantage (i.e. what makes them different), and do so in human speak are pretty excited to highlight this.

Oh, by the way, if you can’t sum up how you’re different, don’t bother with a web site…or a business.

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If I think a person I work with should meet a specific person, I invariably say, “She’s one of us.”

If, on the other hand, I have to recommend avoidance of a certain person I say, “She is not our people.”

Both I and those to whom I’m giving my opinion know precisely what I mean.

Jan Wenner, upon seeing the iconic photo of the Infinite Jest-era David Foster Wallace (but before reading word one of DFW’s work) reportedly said, “Oh, he’s one of us.” He then dispatched a writer to profile Wallace.

I think we all know who “our people” are.[*]

Remember to build companies with and for these people.

Remember it’s ok to fire your employees and customer if they’re not one of you.

If you mis-judged (or, more likely, didn’t trust your initial instinct) and are working with the wrong person/serving the wrong customer, make a change fast. Doing so not only benefits you, but will allow the person you mis-judged to more quickly find his own people.

Speaking of “our people,” don’t forget to sign up for the 9GiantSteps email newsletter group. It’s a fantastic group of like-minded people to whom I send out SHORT email blasts presenting a digest of links and music of interest to our growing community.

[*]In an abundance of caution, and because I’m feeling sensitive, let me just say that it, of course, has nothing to do with age, gender, race or even political disposition. But, if you know me, you knew that.

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