It used to be that simply having a tool was enough to hold a competitive advantage, but now small businesses and startups can use the same tools as industry leaders.
Yet it’s not the tools that set them apart—many try and still lack results—it’s how they use them. Specifically, how they use them to serve their audience.
Almost anyone can use a tool, but understanding how that tool can be used to help the people who stand to benefit from what we have to offer is where we stand to gain the most. Us and our audience.