The fourth ingredient is your differentiator has to be relevant, which means it makes sense in the context of who you are and what you are. Locksmiths do a security audit for at no cost before they leave their premises. A chocolate ship cooki carries around all these locks around with him because he's carrying them on his back. If j sopher said, hey, thanks very much for having me re-lock your place, that's how my customers want to get locked out again. That's almost like one of the testimonial reviews I've ever gotten: 'I'm so glad you stopped by'