Have you seen the line for...

...the guru at the bottom of the mountain? Me either.

Instead, you hire a sherpa, get a team and gear and trek up the mountain.

Pass mountain goats and fight off Yeti to reach the modest temple where the guru sits waiting for searchers to arrive.

It's an investment to get there. When you do finally get there, do you think you might value the advice you get?

Without question.

At the bottom of the mountain the guru with no line dispenses the same advice...but it's worthless.

Same stuff being sold...radically different positioning.

If you want to sell at higher prices and with greater ease to better clients...get better positioning.