Why Sounding UNIQUE Is Killing Your Business | Barry LaBov

In this episode of Making BIG Shifts, host Josh Anderson sits down with Barry LaBov, founder of LaBov Marketing Communications and Training and author of The Power of Differentiation. With 45 years of experience, Barry has worked with iconic brands like Harley Davidson, Audi, Volkswagen, and McAllan Scotch, helping them uncover what makes them truly rare in a sea of sameness.Barry never planned to be an entrepreneur. He started in music writing jingles until a client handed him their entire marketing department and asked him to take it over. That single moment of trust pulled him into a 45 year journey of building brands.In this conversation, Barry breaks down why so many companies sound exactly the same today, why AI generated content is making it worse, and why true differentiation is not about being superior but about owning what makes you genuinely different. He shares the five step process his team uses to uncover what a brand really stands for, the Wal-Mart of insurance story, why employees should hear a brand launch first, and how to find the right customer profile for your business.If you are a founder, marketer, or operator trying to stand out in a crowded category, this episode gives you a clear and grounded framework to figure out what makes you different and how to protect it.