I frequently speak to clients about finding and exploiting their Dominant Selling Idea – a concept explained in the book “Why Johnny Can't Brand: Rediscovering the Lost Art of the Big Idea” by Bill Schley, Jr. Carl Nichols. (pub. N.W. Widener) So I'm naturally on the lookout for Dominant Selling Idea or DSI being used “in the wild.” That is, an obvious implementation of the authors' admonition that to set your business apart, you must seize the #1 position in a specialty of your choic...
