I was listening to National Public Radio this morning and they were interviewing a Republican higher up. I was pleasantly surprised to hear what this guy was saying. He suggested that this election, or any election for that matter, is no longer about Republican or Democrat.

From now on, he asserted, it was about the individual candidate’s ability to build something unique and valuable around their name, in the eyes of the voters - regardless of the banner they stand under.

I couldn’t agree more.

And, this isn’t just so for politicians. It’s true of coffee shops (doesn’t your Barista’s attitude and ability matter?) & grocery stores (why do people pay so much more in a down economy to shop at Gelson’s?) & attorneys (wouldn’t removing the mystery of billable hours and establishing relational equity compel you to value your lawyer more?) & of course wedding photographers (yes… all that extra care you’re taking to stand out uniquely to avoid extinction is worth it - it’s the whole game actually).

Aligning behind a schnazzy logo is not enough no matter how cool it looks. Get your business’ core right and the rest will follow… and that core is your business’ very soul. Miss it and all the cleverness and tricks in the world won’t get you the following you need to truly make it for the long haul.

Keep it real.
-Dane