Grant Leboff: One of the things that you talked about in the book – obviously anybody selling anything needs to do – is create something that’s compelling for their customers. To take that value and make it interesting. How do you go about doing that?
Nicola Cook: There’s two sides to this question. The first one is more strategic and then the second part of it is the skillset. The strategic part is about really being clear about what we call it a UDP, a Unique Differentiating Proposition and, and what is that in your marketplace? What makes your business, your business? What is the part of the market that you serve that is unique and different? That’s more of a strategic decision and that’s more about doing understanding where you sit within your market and where you can really forge ahead and create value in a way that nobody else can, and that …