I get calls from web designers all the time and most — like 99 percent — are selling the same thing. I ask myself why I would want to buy something my existing vendor already provides.

Sameness.  In a competitive market that is not the position I would want to hold.

Job applicants should ask themselves why a prospective employer would want to hire them when what they said in an interview was substantially the same message projected by the other candidates.

My course on the art of interviewing strives to help candidates tell their story in a compelling way, one that will differentiate and make them memorable.