By Matt Craven, Founder of The Independent Professional's Business Growth Club, The CV & Interview Advisors and Linked-In-Credible

I've recently received an email from someone in my business network (Nigel from the EC) who has recently read a book titled "How the World Sees You” by Sally Hogshead.

It’s all about Positioning and Personal Branding, which is a topic very close to my heart.

Nigel was rather taken by Sally’s teachings and used it as a tool for educating his SME clients, but it is highly relevant for Contractors too.

I’ve pinched a few parts of Nigel’s email (thanks big man) and tailored it to the Contract / Interim market.

The key point that Nigel homes in on is how many businesses describe themselves as being ‘better’ or ‘the best’. Based on Sally’s book, Nigel talk about how a business should resist the urge to pitch themselves as ‘better’ and focus on how they are ‘different’.

Sally highlights her point with a metaphor about ice cream and asks her audience to thing...