Who Decided Those Were the Rules: Escaping the Commodity Trap and Building a Business That Stands Out with Beatrice Gutknecht
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She questioned every rule she was given. Then she built a business around breaking them.
For most founders the problem is not that they are bad at what they do. It is that they look and sound exactly like everyone else in their space. And when buyers can only sort you by size or price, all the marketing in the world will not fix it.
Beatrice Gutknecht is the founder of Badassery by B, a brand differentiation consultancy helping businesses escape the commodity trap. She spent over a decade…
The skinny
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