When I first started selling IT services in 1997, I was still studying to be a computer engineer. My potential clients would see me as a 'geek' with access to cheap 'geeks' to do the IT work. That branding did not serve me well. It got difficult clients in tough industries that were just working with me because of price alone... not a great unique selling proposition. On top of that, as the true engineer-in-making that I was, I was selling functionalities to clients.
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