The greatest enemy of relevance in life and business is commoditization. The moment people begin to see you as just like everyone else in your category, with no distinguishing factor, you lose your edge. At that point, there is nothing unique or special about you, and the market treats you as ordinary. Once you lose your specialty, you become a commodity; easily replaceable, easily ignored. To rise above this, you must identify and amplify what makes you different. Define your specialty. Who is