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Qualities
An elderly colleague once told a young teacher, "Some of our kids are good with their heads and some are good with their hands. Some are just good." So the student who was neither clever nor skilled might have a wonderful voice and become a great singer. Your strengths too may lie outside the expected definitions.
Make a list of the ways in which your business is good - whether or not those quailties fit the usual categories. Don't forget The Outwith Principle - this is about how well you meet needs, not how many diplomas you have on the wall.
When you have finished, look at the gaps. You probably realised that there are some areas where you are not that good, where the quality should be better. Don't get stressed by the negative but embrace this opportunity to identify areas where you can improve yourself and your service.
Now try to rank the qualities you have listed in some sort of order, first of usefulness to the customer and then according to how "different" they make you from others in the business.
Next we need to turn that assessment into a statement of why customers should come to you.
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