This presentation starts off asking your preferences between Fedex, UPS, or indifference. Highlighting that both companies serve the same fundamental function—delivering packages—Paulie Vanchiere points out the nuances that drive customer choices. Emphasizing that small details create lasting impressions, Paulie expands this scenario to why individuals might choose one pediatrician over another.  Paulie underscores the importance of understanding one’s value proposition while unpacking the elements that truly differentiate one practice from another.