Take any hundred firms and follow them at the start of their journey and follow them for 15 years. You will find that more than 90% won\'t be running at the end of that 15 year period. In fact some will not even survive 5 years. And those that do, survive on a break-even or slave-to-the-trade basis - buffeted by the currents and trends of the industry. That\'s 10% success rate and 90% unsuccessful.

The failure to differentiate your business from your generic competitor is a sure-fire to end up in the 90% group.  How can you avoid that destiny? More so, how can you make your firm stand out favorably against your competitors? How can you be a leader in your industry?

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