Often different leads to better. But different doesn't always mean better. It's up to you what makes something better.
Let me explain: I don't say that my way is better. I don't say that how I see the world, what I believe works in business, or any of my other ideas, are better. What I do say is that they are different. I see the world in a different way to you, and you see the world in a different way to other people too.
When you're selling your Thing, you're not directly selling 'better'. What you are offering is 'different'. Now this may well turn out to be 'better' for a lot of people (hence why they buy it) but to always insist that your Thing is better is not true.
Better is subjective and what's better for me isn't better for you. It's like success–that will look very different for me than it does for you. Same goes for happiness, or balance, or fun. I most certainly don't enjoy the same things as everyone I know (some of them run marathons, for example, which I know I wouldn't enjoy!). So if you sell better you're asking a lot. You're selling with absolute certainty (which you may not have) that you can make a situation or feeling better.
Now, most of the time when you sell your Thing you ARE making something better–because of how you filter the world differently it's very likely you see a path to results that others don't see. But you sell the different. You can share you know the different has made better (many times over), but to sell the better is arrogant and may not be true.
Your Thing is your different filter on the world, it's what you see that others don't see. You can share how you see things differently and show how that can make things better. But you can't insist on better because it's not up to you what better is–that's up to your customers. And sometimes it's enough to sell 'different' with the option of better, than to push better.
Better is up to your customers to decide, your job is to present–really clearly–what you do that's different and they can chose if that difference is going to give them a better result than what they are getting right now. Of course, give examples of when it has, but don't insist on it. Just insist on different.
And when you're looking to get a better result, look for difference yourself. Look for different opinions, different ideas, different models, different ways of working. One of those differences may well make your Thing better, so seek and try them out.
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