WHAT DOES THIS HAVE TO DO WITH CREATIVE THINKING?
Actually it has everything to do with creative thinking. You cannot attract attention to yourself by being just like every one else.
You have to be 'different' in the positive sense of the word.
You have to sell more than a service or product; you have to sell your service or product as a personality.
A PERSONALITY?????
How can you sell electrical engineering services or home heating oil as having personality???
There are three answers to that question:
First, you do not have a choice. With all other business factors being statistically even, the only part of your business you control is the personality of your business.
Second, whether you like it or not and whether you established it or not, your business or service already has a personality. You just may not know it. That personality is how the public perceives your business. If you are a sole proprietor, you are the personality of the business. If there are 60 people working for the firm, their collective identity is the personality of the business.
Third, over the long run you will be more profitable if you seize the opportunity and establish your own business' personality before the public does it for you.