Artificial intelligence can be used to help us know more about our customers and serve them more effectively. But, what happens when some companies use it to wring every cent from a customer and take them right to the breaking point? It’s happening, according to the Wall St. Journal — and today’s new PROJECT DISTINCT discusses what smart, iconic companies do instead.

You’ve probably had it happen to you — a sales professional that tells you more about the product than you want to know, while ignoring your needs. Why does that happen? Why do we often fall into the same trap with our customers? That’s the topic of today’s PROJECT DISTINCT with Scott McKain. We’ll take a look at the two major reasons that we often are so focused on our products that we don’t center our approach on our customers. It’s a revealing insight for you on today’s episode!

Following up on yesterday’s episode, Scott McKain dives deeper into the importance of storytelling, why you can never start as the hero, and why it’s so critical that you tell the story of your company, department, or team.  In fact — you should be telling YOUR personal or professional story, too! That’s the subject for today’s PROJECT DISTINCT!

What’s the most important skill a business or professional can possess in the 21st Century? The ability to tell stories, according to “The Futurist” journal. Do you identify more with the airline started by two guys in a bar writing on a cocktail napkin — or a conglomeration of smaller brands you don’t remember with no narrative that’s told? Learn the importance of your story from Scott McKain on today’s PROJECT DISTINCT!

On today’s PROJECT DISTINCT, Scott McKain reports on a new study by FreshBooks (https://www.freshbooks.com/press/annualreport) on the latest trends in small business ownership. Who does better — those entrepreneurs with…or without…a college degree? Who does better…those with or without multiple streams of income? All that and more on today’s episode!

In a recent conversation with an Australian businessman, Scott McKain was surprised to learn of an American-based company that is rapidly losing marketshare. “They forgot who they are,” was the reason offered by the business leader. On today’s PROJECT DISTINCT, Scott discusses the importance of clarity — and why it’s critical to deliver to customers what they expect that we are…even as we grow and change for their benefit.

Every human being has made a mistake of some kind. Yet, some handle them well and turn them into learning experiences, others deny, delay, and — even worse — never let it go. Today’s PROJECT DISTINCT with Scott McKain looks at what you should do after you’ve made a mistake to ensure that you not only learn from your mistake, but grow from it to help create distinction.