Be Uncopyable to Improve your Win Rate with Bruce Scheer and Steve Miller

Bruce Scheer: Welcome to the ValuePro Show, where value pros get value ready. Hi. My name is Bruce Scheer, the host of the ValuePro Show. In this episode, we're talking with Steve Miller, the marketing gunslinger, and you won't unhear that. Steve is the author of the best selling book uncopyable, how to create an unfair advantage over your competition. And he's delivered over 1,600 national and international presentations, and he's even been on the TED conference made in state. Not TEDx, but TED. He's worked with businesses of all sizes to help them stand out in a world of sameness, creating innovative strategies that make them the only choice for their customers. Lean into this one. He's gonna share a depth of wisdom that comes from a place of fundamentals for how do you truly stand apart from the pack. Let's dig in. So welcome to the ValuePro Show. Today, we've

Steve Miller: got with us Steve Miller, and

Bruce Scheer: I am so excited about this. I had the opportunity to, read Steve's book, and I've been, if you've seen the cartoon Pepe Le Pew, I've been chasing I've been chasing Steve for about two years trying to get him to join the National Speakers Association Northwest chapter. And then I find out he freaking started the whole thing. I I just found that out. And, you know, of course, he he knows what he'd be getting into if he joined us. But I and I invited him onto the show because he's got some magic pixie dust on how to help us be uncopyable in a way that's gonna help sellers in this brutally tough market, stand apart from the pack and and and close more deals at the end of the day. And it's it's a rough world out there, and it's really needed. But, Steve, before we jump in, can I get an honest answer from you? Could I get your commitment to give me the truth?

Steve Miller: I cannot guarantee that, but go ahead.

Bruce Scheer: Alright. Well, let me test it. This morning, I was on my exercise bike getting ready for this episode, and I watched a Katy Perry video here. And this is Katy Perry on stage singing California Girl, one of their most popular songs. Yeah. In order If you zoom in, I just is this you in in that photo? Because he's wearing green orange, and you're wearing orange.

Steve Miller: Let's just I'm just curious.

Bruce Scheer: I I did it, and I need an honest answer. Alright.

Steve Miller: So how

Bruce Scheer: are we doing? So it was you? Alright. Alright. Well, hey. Hey. Back to the story line, Steve. Just just getting into a summary for the honest answer.

Steve Miller: She's one of our groupies.

Bruce Scheer: Awesome. Well, Steve, kick us off here. You could talk about you know, just tell us about the the book a little bit, why you wrote it, and then we'll kinda unpack from there.

Steve Miller: Okay. Yeah. I don't wanna get into a lot of my background. Let's get going because you, you know, you brought me on. Of course. You know? Yeah. You can let's assume that that that I'm here for a reason. Alright? The the book uncopyable is about it it boils down to, and and I'm I'm going to give Peter Drucker a big shout out here. Peter Drucker, for those of you who don't know, you should know, first of all. Probably known as the godfather of corporate management philosophy and stuff like that. And and, the guy was unbelievable. And one of the things that he said and he reinforced for many, many years now I I know that Bruce has a lot of visuals that we have already kinda fixed up and stuff like that. But, you know, I figured, you know, I'm gonna I'm gonna create my own very, high-tech visuals for this. Okay? But Peter Peter Drucker said, he said business has only two functions. Only two functions, marketing and innovation. Here's my here's my high-tech visuals. Alright.

Bruce Scheer: Nice work. Okay.

Steve Miller: They're they're all So for

Bruce Scheer: the listening for the listening audience for us, what Steve did is he held up a card and and go ahead and explain that.

Steve Miller: Yeah. Alright. You know, I held up a card. It said it says marketing and innovation. He said, Drucker Drucker said there are the only two functions of, of a business, and they're and these are the only he he key he reinforces this this the statement. He said, they are marketing and innovation. Mhmm. And then and then as he goes on, he goes on to say, and if, if marketing is done correctly and here's here's here's the controversial statement for you guys. If marketing is done correctly, it makes selling superfluous. So when I first started studying Drucker and I heard him talk about that, and talk about marketing innovation. Okay. So what I started to ask myself, well, what are those? And that's the it's see, in my book on copyable talks basically about the those two things. What is marketing? Marketing is creating a new customer. I mean, Drucker does say the purpose of business is to create a customer. That's the purpose of business. Alright? So that's so marketing is creating the customer. Now the question is, why does a customer choose you? And and that comes down to, you know, the the comment of, you know, where I say that, nobody buys from you because you are similar to the competition. Mhmm. Mhmm. And and in fact, people don't even wanna buy from you if you are better than the competition. They don't want to. They wanna buy from you because you are not similar to the competition. Or another way of saying is that you are different. Mhmm. Mhmm. You are delivering something different to them that they cannot get anywhere else. And yet, most companies, especially I say I say not not especially. But most companies, most marketplaces you you know, I have spent my life working in the b to b world. Okay? Yes. And and most companies simply look watch their competition. Mhmm. Mhmm. They study their competition day in and day out, and they and and when they sit down and they say, hey. How can we be better than the competition? What can we do that's better than the competition? Oh, oh, they've got a, a a flywheel that is, doing it and doing 5,000 RPM. You know, you know well, you know what? We can make one that's 10,000 RPM. That's that's it. We win. We're better than the competition. But you see after a while, somebody else gets better.

Bruce Scheer: Yeah. And right now, I'm showing for people that can't see the our our session here for people listening. I'm showing, three people on the Olympic podium, and and one's raising the flag, but they all look exactly the same. And, Steve, that reminds me of a a project I was on, for a company in the security space, digital security and and preventing credit, credit card fraud. And it was so wild. Within two years, you know, I there were probably about 25 different players in the same space. And and I did this messaging, analysis, and all of them literally were saying the same thing when I looked went to website website to website. They had all Picking up. Copied one another. Picking up. Unbelievable. Uh-huh.

Steve Miller: Yeah. Like like, let me ask you, Bruce. Okay? Have you ever heard of the heavenly bed?

Bruce Scheer: No. I haven't.

Steve Miller: Okay. One of the hotel chains, an a number of years ago, decided that one way they were going to separate themselves from the competition was they were gonna have a better bed, and they called it the heavenly bed. Mhmm. Mhmm. Okay? Now I ask people all the time. You what who who made the heavenly bed? They still do. The the company still does, and it's Westin hotels. Okay? Oh, okay. Uh-huh. It was it was it was it didn't take I it probably didn't take but a a a couple of months or somebody to come up with, oh, we have a Sleep Number bed. Oh, we have a slumber bed. Oh, we have a blood up bed. You know? It's exactly what you're talking about, Bruce. See, when somebody does come up with some kite some type of new idea, if it can be copied, it will be copied.

Bruce Scheer: Yes. Uh-huh. Uh-huh.

Steve Miller: That's the bottom line. And so and and so my philosophy about be about uncopyable is is that marketing we're gonna we want to help mark companies market themselves, you know, to the exact right target market. You know? But we also wanna help companies be able to show that they are different. And and if you do different right, different can become uncopyable. And and and in most cases, it has nothing to do with the product or service.

Bruce Scheer: Okay. Okay.

Steve Miller: Because in most cases you you know, today, technology, commoditizes everything.

Bruce Scheer: Yes. Uh-huh.

Steve Miller: It it it it commoditizes everything. And and, again, if it can be copied, it will be copied. So so what you wanna be able to do is is then you are now going to look for something else that is part of the deliver part of the deliverable, part of the experience, part of part of the relationship that you are delivering to people, nobody else can copy. Mhmm. Mhmm. Nobody else can copy. So, and and and so I get in in your, philosophy, you know, with values, IO, you you've got in there you know, you talk about that your go to market narrative you talk about that, it's a key it's a key to differentiating a brand. See, the the keyword there is differentiating. Yeah. And engaging buyers effectively. That's marketing.

Bruce Scheer: Yeah. Steve, I was, interacting with a guy for he was a former Gong executive. He's got his own firm now called PC Club dot IO. And, oh, it was so interesting. When he was at Gong, Gong Labs did a huge study, thousands reviewing thousands and thousands of sales calls. But what they found when sellers were enabled with a a narrative, in my case, with valuepros.io, we build value narratives. We believe very strongly in leading the buyer with value. When when you have a a narrative for that seller, the win rate goes up 30% for those sellers that are enabled with a narrative. You know, again, based on thousands of calls and data from Gong Labs. Really powerful.

Steve Miller: Because you're you're talking you know, when you say, the narrative, the you you know, what what what they're what you're delivering. You're you're not saying the word, oh, our product. You're not say you're not even say you're not even saying, oh, our service.

Bruce Scheer: No. Mhmm.

Steve Miller: It's the it's a bigger picture than that. And, and if you are not see, I mean, again, the the fact is is that technology commoditizes everything. So so if it can be copied, it will be copied. So so don't just make sure. Yes. Of course. You wanna make sure that what you are delivering to them has the same type of of valid from a from a product or service perspective right there. Okay? It's the same and at least equal to the competition. Yeah.

Bruce Scheer: But then Mhmm.

Steve Miller: But then what you wrap around it Right here. You wrap around it, you know, goes goes so much farther. Again, you know, like you say in in here, and for those of you who can't can't see it, okay, you know, he's posted another saying of mine that is that the experience is the marketing. The the experience that people have dealing with you is the marketing. I have a client, and and they build fleets or fleet work trucks. You know? So you think about the delivery delivery trucks, landscapers, rentals, things like that. These are fleets. Alright? And they build these fleets. Okay? And their and their their, the quality of the the fleets, the, you know, the the, everything that's that's, inside of one of those trucks is as good as anybody else's. Okay? But then we make a big promise. We make a promise that says we will do what no one else will do. So now we start looking for ways to provide education for the for their, you know, for the staffers, for for, better, and nowadays, you know, education on things like AI. So, like, in delivery trucks, it's how do they deliver more efficiently, you know, if the routes are updated regularly, constantly. Every single time they're done with the they're done with one of their their stops, the AI updates. Right? And so now so these are all but they now include that in the in the truck. Mhmm. That's part that's part of the experience that my client, you you know, it puts into the product. And and that's what separates, everybody else. I cannot believe this.

Bruce Scheer: Yeah. I like this, Steve, or this example, you know, get out of the box your your quote. You know, getting out of the box means nothing. Build your own box. I've got a story for you on this fleet topic. A buddy of mine was working with a a company that, didn't have the fleet of trucks. It was providing, the service areas for the trucks. And, but again, back to this notion of leading with value, they didn't talk about, hey. Your your truck driver should come to our truck stops because, hey. We got a, b, c, d, and e, and f, and g for them, and blah blah blah blah blah blah blah. All all the details around these truck stops. Instead, they led with the problem domain of, hey. You know, what's bothering you? Well, you know, hey. We got truck drivers that are tired. They're, they're they turn over often. It's hard to keep these guys working working for us. You know, the fleet fleet you know, like your client, those fleet guys, you know, hey. Right. It's kinda hard dealing with these drivers. And, then they would, you know, talk about, well, hey. What if we were able to improve retention? What if we were able to keep those trucks on the road a little bit better, a little bit longer? What's that mean for you? What's the money side of that? And then we're, like, going, well, that's compelling. How the hell do you do that? And and and then we're, like, oh, well, guess what? Our we've strategically located these truck stops where, you know, one of the reasons truckers don't get to sleep, they they they don't have a good experience. They're kinda scared. You know? Typically, truck stops are out in the woods and scary places. There could be witches and goblins and stuff. And, you know, but ours, no. They're great locations, and the truck drivers love them. They, you know, they get a good grasp. They They're they're yeah. Yeah. Yeah.

Steve Miller: They're safe. They've got a a fast food or or a you know? I love that. See, I love that. And and and so you're not selling trucks, but you are but you are, you're delivering a value that they can't that they that they can't get anywhere else.

Bruce Scheer: Yeah. Back to your point, you know, the experience is that marketing that they're selling, and you're building your own box

Steve Miller: back to your wisdom. Let me clarify what I mean by with this. Is is that, you know, the phrase, you know, oh, you gotta get out of the box. Gotta get out of the box. That is such a common phrase. But here's the problem with it. Who tells you what the box is? And and who tells you what what getting out what happens when you get out of the box? Nobody ever says anything about it. So let me explain it to you real quick. Alright? Imagine that you and let's let's use the truck, an app you know, truck truck industry. Alright? And, you know, the truck industry is a box. Okay? The the the truck industry the the it is the box. Inside that truck industry are all of the manufacturers of anything that has to do with those trucks. Inside that inside that box are all the trade shows that they might be going to, all of the conferences they might be going to, anything they might read about, all the buyers that, buy stuff like that, they anything that has to do with the truck world is in the box, and you're in the box. Now you are part of the supplier circle in that box. Now what happens typically is that the suppliers are all just staring at each other in the circle. K? And and and they're going, what are they doing? What are they doing? What are they doing? What are they doing? What are they doing? What are they doing? You know? And and they go, oh, oh, I see what they're oh, we can do that better. We can do that better. Right? Mhmm. But but, if you sit down in your in your office and you say, hey. Let's have a brainstorming session. Let's get a big FIP chart, and we're gonna have a brainstorming sessions. How can we separate ourselves from the competition? Well, what are they doing? What are they doing? What are they doing? Right? Yeah. And and we always it just gets into we just wanna be better. Okay? Better is not different. Mhmm. Mhmm. Better is not different. And and and, improvement is not innovation. Let's make sure we understand that. Alright? So now how do you find out? How do you learn about this stuff? Well, okay. The phrase get out of the box is correct, except it doesn't it it it needs to be finished. And the finish is because if you get out of the box, it's just there's nothing there. Not okay. Yeah. So so what you do what what you need to do is you need to say, okay. Where do I get new ideas? And you get new ideas by getting out of your go and climb into somebody else's box in a box that has nothing to do with you. Mhmm. You know? And I think I told you, but the Caterpillar story. Right? You know? That, I was consulting for Caterpillar, you know, kind of a big company. Right? Mhmm. You know? Kinda well known in the construction world and stuff. And I don't know if you've heard of them, but, the

Bruce Scheer: One of my old colleagues was head of global enablement for those guys, Steve. Yeah.

Steve Miller: You can probably find them. But so, anyway, so we were and they they they kept saying, oh, we wanna really learn how to, innovate. That's what we wanna do. And I said, okay. I'm fine. So their offices are outside of Chicago. I got a big truck big truck a big bus. Put everybody on the bus, the all all the top management on the bus. We drove into Downtown Chicago. Now this was many years ago, and and I drove them to what, at that time, was the only American Girl doll store in the world, and it was in Downtown Chicago. We pulled up, and they go, what are we doing here? And I said, well, we're gonna go inside the American Girl store. And, I mean, you talk I mean, you talk about dragging people, kicking and screaming into the store. I said I said, I want you to go in, and I want you to tell I want you to study how do they market. How do they sell their products? Who is their customer, and what are the things that they are doing Yeah. You know, to get customers to spend more money. Right? Mhmm. So I I I sent them in there. They kicking and screaming. Two, three hours later, I had to drag them out of the store because they were taking so many notes. They were comparing ideas. Because you go into the it's a doll store for gosh sakes, people. You go in there. There's a bookstore with that that puts, has historical books about American Revolution, and they've got an American Girl doll who's an American Revolution doll. They've got a magazine that they do for and they do cover stories, and then you go around the store. They've got a, you know, a beauty salon. They've got and and and another thing really important. You go to the you you you take your doll to the American Girl's Girl Store, and what what what if and I hate to say the world the word what if your doll is broken? Because you take it to you take your doll to the American Girl Store. It's not broken. It's thick. And they have a hospital, the American Girl Hospital. Mhmm. You you check your doll in. They get a wheelchair to take the doll back into the infirmary to take care of take care of the doll. Now why do I point that out? Well, number one, because think about think about how different that is. Yeah. Right? Yeah. From, like, a normal America. Okay. But let me ask you this question. Alright? You know, how many places do you go to where, you you know, something's broken? What do they call it? Customer service. Right? It's called customer service. That's what it's called. What's it called at an Apple store?

Bruce Scheer: Yeah. Genius Bar.

Steve Miller: Yeah. Genius Bar. Yeah. It's just customer service.

Bruce Scheer: And now I know where this phrase came from. Yes. Nice.

Steve Miller: See? Steal g see. That's why I say don't don't copy competitors. Go into another box Yeah. And steal what what's common in another box and bring it back. And if you if you if you steal something that's common and and and used a lot and stuff like that, now in your box, it's it's genius. Nobody's ever used it before. But now you see you're talking about an experiential thing. Right?

Bruce Scheer: Yes. Absolutely.

Steve Miller: And and so and so now you're delivering something to your customer. So imagine the types of changes that a Caterpillar could use from stealing Genius at the American Girl store and going out and and teaching drivers, sharing, you know, the presentation materials, the books that they have. Yeah. They don't have they they don't have a customer service department now. You know? It's it's I don't even remember what it's called or or anything. You know? But but, see, that's that's what I'm talking about here is that, Peter Drucker said marketing is number one. Marketing is creating a customer. Number two is the customer re you are delivering something to the customer that is different than the competition. But if you if if all you do is copy everybody, you gotta go find somewhere else.

Bruce Scheer: Oh, I got a quick one to to anchor, with you on this. See, I just my own understanding. And, there's a guy in the NSA National Speakers Association named Mark Levy, and, he's really brilliant. He helped Simon Sinek, one of his most famous, clients, finds the the maxim start with why, you know, that big idea. And, he was telling us a story that, about David Meerman Scott. He wrote this, you know, wildly successful book. Didn't he read it? Oh, you know him personally? Yeah. Yeah. His new rules of PR. But, David was stuck. He called Mark and said, hey. I need a new bestseller. And, when David wants a a new bestseller, he means a Wall Street Journal bestseller, a New York Times bestseller. Not like us. It's not Amazon bestsellers. Guilty as charged. But, so he goes to Martin saying, hey. I need a a new bestseller. And, so they brainstorm, brainstorm, brainstorm, brainstorm, and and like you say, they were kinda just stuck in the box. You know, they they just weren't breaking out until Mark said, hey. Are you gonna be around this weekend, you know, where where you live? And he goes, yeah. Yeah. Why? And he's, like, going, you know, if you just hike it up the road, there's this big, huge event called Comic Con. I'd like to you to attend it. Mark's, like, going, why the hell would I wanna attend Comic Con? I don't I don't get it. He goes, just go and and trust me on this. We need some new thinking just like what you did with caterpillars, Steve. And so he goes and then comes back and he's, like, going, oh, damn. I loved it. It was great. You know? I learned so much, took notes and everything. And because Mark's, like, going, okay. Give me the juice, man. What'd you get out of it? And together, they worked to formulate a new big idea and a new best Wall Street Journal.

Steve Miller: How to do that. You have to learn how to do that.

Bruce Scheer: New Wall Street Journal bestseller Fanocracy. And, but, yeah, it's just a plain you know, I, I don't know if you've ever met, or or seen the work of Edward de Bono.

Steve Miller: Sadly, even I I know Edward too. I'm a TED guy. I'm a TEDster. So, see, I get to hang I get to go hang out at TED with with all those guys. And and, Ed Debono is one of the very few, people who actually got kicked off the TED stage. Most people don't know. Most people don't know that.

Bruce Scheer: Well, he's he he does have a strong opinion. Yeah. He got kicked off

Steve Miller: the stage.

Bruce Scheer: That was that was one of the best

Steve Miller: I've ever seen on TED.

Bruce Scheer: I I I learned a, principle from him, Steve, that I think helps in this concept. He calls it lateral thinking, you know, where you gotta get out of your box. You know, you you go find something that's maybe completely unrelated.

Steve Miller: It's supposed to be But

Bruce Scheer: then you you can tie the two together somehow to come up with a new thing, a bigger idea.

Steve Miller: Simple. It's so it it is it see, this is but this has happened for for many, many, many, many, many, many, many, many years. Right? Even, the the concept of, studying nature and learning from nature and stealing nature. Velcro came from nature. Uh-huh. Velcro, a a German scientist was walking through the woods with his dog, got a whole bunch of burrs stuck to his socks. And and when he took his socks off, he took a look at them and started a company called Velcro. And, so it it's yeah. You you you know, ideas are everywhere, but here's our problem. Our our our natural inclination is to own is our heuristics. Let's put it that way. Our heuristics are that we see who we see what we are. Okay? We hang out with the same people. We talk the same language. We we, you know, you know, we go, we wear the same clothes. You know? That's what we do. And and for even Steve Jobs recognized this. He when he used to have conferences, brainstorming conferences in his office, he would hire painters, architects, engineers, from, farming. Yeah. I mean, he would bring people in who had nothing to do with high-tech. Mhmm. Mhmm. And and they would sit, and and that's where the design ideas came from. That's where the the concepts of some of the things that that they and and Jobs was very famous. He, you know, he he he was, just as famous about saying, you know, great art artists, you know, don't copy. They steal.

Bruce Scheer: Yes. Yes. Okay. Yep. Well, hey. I'd I wanted to get one more concept across that came from you, Steve, on you know? So you you know, just to recap, you're talking about, you know, you wanna be uncopyable. You know? That Steve's just a master in thinking about that. But, so so you need to get out of your own box. You need to steal, genius because competition breeds conformity. But could you, end this our episode with this big idea around value? And because I think that really brings it home. Once you've you're outside of that box, you've stole, genius. Now what do you do?

Steve Miller: Well, the point the point of value, which which you guys are are very well known for, you know, with your, you know, with the value propositions, with your go to market narrative, and things like that. The the bottom line see, value is this big, and for lack of a better word, nebulous thing. Alright? That that people receive when they write you a check. Okay? Now everybody everybody has a picture in their own mind. The moment they write you a check, they have a picture in in their mind of what they expect that what they're expecting from you. And what and and whatever that picture is is what their picture of value is. And it might be, oh, you you know, yeah, you got a great product. You you you know? Yeah. And, oh, yeah, you're gonna deliver it on time. You know? The it's it's that whole package that they perceive. Okay? Now what what we want to do when it comes to value is we also want to create a value that they go, holy crap. That's a value that nobody else can give me.

Bruce Scheer: There

Steve Miller: other people and and it comes from things like let let me share things like, like language. Okay? If you use the exact same terminology as your as your competition, then you're not different. Mhmm. Okay? The you you realize that none of us had any idea how to order coffee until Starbucks came. All of a sudden, it became an Italian discussion. Right? You know, you know, how to order coffee. Right? Because Starbucks created a new language of of ordering coffee. Completely different from all the other coffee shops on the planet. Right? But it was Starbucks who created that. And and and everybody knows it. Everybody knows that it was Starbucks who created that. That's part of the deal is that when you create something new like that, like a terminology, You know? I mean, here, a color. Okay? My color is orange. Our colors our brand color is orange. And when we we tell people, when you see the color orange, you should automatically ask yourself the question, what am I looking at that's uncopyable that I can steal right now? Yeah. Exactly. Exactly. What can I steal right now? Right? Well, you know, be because I want them to think about me and think about us. A a couple of years ago, there was a guy, in Houston, a guy named Jim McIngvale, known as Mattress Mac. He has three furniture stores in Houston. He is he is a rock star in Houston. Because when hurricane Katrina came and hit hit the town and people were displaced from their homes, he put out a a a a message to everybody in the city. He said, look. If you have been displaced from your home, you can come to my store. I will you can sleep on our beds. You can sleep on our couches. I will pull the mattresses out. If you need food, we will feed you. If you need clothing, we will find clothing for you. Alright? He was a rock star. Okay? The guy read my book. And and opening game of the baseball season, he's at a Houston Astros baseball game, and they all come running out in their orange jerseys. And he turned to his son, and he said, Steve Miller, I

Bruce Scheer: gotta call him tomorrow morning. Nice. Nice. Okay.

Steve Miller: He called me the next morning, hired me on the spot. He he just he said he said, hey. If if if you can impact me to think of you at that moment, he said, I wanna I want you to help us get better too.

Bruce Scheer: I want

Steve Miller: some of

Bruce Scheer: that. Yeah.

Steve Miller: That's an that's that's that's an example of what I'm talking about. So you see, you learn you you you start to look for ways to, create these anchors and these triggers for your marketplace that are different from what your your your competition does.

Bruce Scheer: I absolutely love that.

Steve Miller: Yeah. When you do that, you now own. You own that relationship.

Bruce Scheer: Perfect. So Perfect. Well, Steve, we've, wanna, just do a wrap up with this now on, and just mention to everybody, Steve's book, Uncopyable, is fantastic, you know, where you wanna create your, you know, an unfair advantage. I love that term. And, you yeah. To you know, if you think smart and work smart and sell smart, oh my god, you're gonna improve your win rate, you know, and and that's what we're talking about today. Just some brilliant ideas and great thinking about how you can stand apart from the back and win more business for yourself. So I do encourage everybody, you know, grab a copy of Steve's book. You know, we we just scratched the surface. There's so much more there, a richness and distinctions that'll that'll help you think differently, get out of your box, and build a new box, by by reading this book. And then, Steve, they can, look for your beautiful face, on on LinkedIn. You know, we Yeah. They can

Steve Miller: find me on LinkedIn, Steve a Miller. Absolutely. And they can, yeah, they can go, track me down at @buncopiable.com. You can track track

Bruce Scheer: me down there. And I believe that's where they can go. You and you and Kay, you know, coauthored another book, but you guys have a a five series email, right, that they can get in terms of helping them along the their path.

Steve Miller: And and and, again, using my very high-tech, and for those of you who cannot see this, alright, I'm holding up a a very high-tech, personalized, visual that says be uncopyable.com slash the number five dash emails.

Bruce Scheer: Awesome. Okay.

Steve Miller: And and if you go there, you you can, you know, Kay put together a a series for you guys, and, and we're there to help. You know? And and let me tell you something. Bruce, you know, he he teaches this stuff. He just doesn't he he doesn't he he's not as, nuts.

Bruce Scheer: Okay. So,

Steve Miller: versus much more professional than I am. Right? I don't ever wanna be be,

Bruce Scheer: You don't wanna be like me. Oh my god. I don't

Steve Miller: wanna be no. But I don't wanna be accused of being professional because I'm not. You know? I'm just you know? I'm I'm orange is what I am. And, and I love your, you know, your book. Even I love short books like that. In fact, I'm writing more short books. Yeah. You know, that that are easy easy to digest and easy and a ton of information.

Bruce Scheer: So I learned that from my mentor who you know quite well, Janelle Barlow. But she said book write write write your book, Bruce, to be read on a flight, and that's what I did. And and it's funny.

Steve Miller: Such a good advice.

Bruce Scheer: I've had executives send me copies of them, you know, with the book in their hand on a flight.

Steve Miller: Such a good advice. And you know what? You know what? And you should you should teach your these clients of your write your own book, people.

Bruce Scheer: Oh, yeah. Yeah. Yeah. Yeah. That that's a new box. Well, Steve, on that note, thank you so much for joining the show. Really appreciate it.

Steve Miller: Thank you, buddy. Good to see you, man.

Bruce Scheer: What a fantastic conversation with Steve Miller. We covered so many powerful ideas today from the importance of true differentiation to the art of stealing genius from unexpected places. One of my biggest takeaways, if you wanna win more deals, you can't just be better. You have to be different in a way that your competition can't copy. If you found today's episode valuable, be sure to check out Steve's book, Uncopyable, and visit himbeuncopyable.com for more resources. And of course, if you enjoyed the episode, please like and subscribe to the ValuePros Show. If you're feeling kind, leave a review too so others can find it. Until next time, keep leading with value and standing out in your market.