So get a lot of questions about positioning.
“Ahmad,” the masses cry, “Tell us the secret!”
The truth is, positioning is nothing more than the art of making clients come to you.
That’s the smart way.
It’s also the most sustainable way.
It certainly beats hustling and pumping your network and cold calling everyone…
Which is what most firms are doing.
Which just destroys their long-term positioning (and prospects) in the future.
Anyway, to effectively make clients want to come to you, you need to know 2 facts:
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