Maaan I lot of typos on this one! I might need to change my editor.

I agree with everything you are saying. It’s never black and white. However, we are in a giant sea of sameness. And once I realised it I could not find many resources that can help you think through this challenge. So this is my attempt to approach this in a structured way.

Btw last year I made an effort to create detailed case studies with testimonials and all. Turns out a few potential clients actually read them. So I’m no fence for this one.