She describes an unfair advantage as a skill or asset that you have that no one else has, or very few others might have in a specific niche. It’s your competitive edge, and whatever that edge may be, it’s your job to use it to your advantage as much as possible as you shape and create your business.

take your big idea and scale it down into a controlled environment so you can understand exactly what’s going on, and confidently make a decision one way or another.

you’re going to define the box, level, or crowd—the places, people and products that already serve your target audience. This is what I like to call a market map. With this market map, you’ll get a bird’s-eye perspective of the environment to which you are about to enter. You will be able to find your place and navigate through it with confidence.

To create your market map, we’re going to find the 3-P’s within your market: Places People Products Each of these items should be organized into their own separate spreadsheet, each with three columns: name, web address, notes.

think about how you can be a breath of fresh air. What do you need to bring to the lot in order to give oxygen and life back to your audience, which may be tired of the same old stuff or looking for that missing puzzle piece?

Most importantly, when having these conversations, always dig deeper. Follow up their replies with, “how come,” or, “why do you feel that way,” and you’ll be able to understand the true drivers behind any frustrations or pains the person may have.

Because you’re not actively recording these interactions while they are happening, it’s important to record any important discoveries immediately after these conversations happen. Using a notepad that you have handy, or even a portable recording device (like your mobile phone), just make sure to take note of anything that comes to mind that seemed

many lack a lot of the more advanced skills and strategies beyond the basics.

By going the free, manual route you’re not only able to save some dough, but more importantly you understand the process that a lot of these tools can automate for you. If you simply just dive into the tool then what have you learned beyond just how to use that tool? Not much.