If you were to print out the first paragraph of your home page, remove the company name, then ask your friends to compare the copy from five competing sites, is there anything that would set your company apart? If not, then you're operating a commodity business, John Jantsch writes, and it's time to "claim an entirely different way of doing business in your industry, pick a different color, package, delivery, pricing model [or] engagement type" to set yourself apart.

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