Kevin Maney, author of Trade Off, spoke last night at Inc. Business Owners Council: Greater New York's February Members Meeting.
The event was held at Tesla Motors Showroom in downtown Manhattan.
Kevin walked the members through his methodology for viewing a business' products. He asks this: compared to your competitors, are your products either the best quality solution or the most convenient solution? If you're not one or the other, you're nowhere.
The members were given worksheets and asked to put themselves in one of the two categories compared to their competitors. The benefits for being the best in one or the other category is to connect with your customers. Customers, Kevin says, will tell their networks about your products if you either have the highest quality or the most convenient solution. That's how you create buzz for your product.