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A colleague noted how similar design firms can sound, each describing itself as client-focused, business-savvy, etc. Yet, as anyone knows who's worked for more one firm, the reality is different. The only antidote is authenticity: case studies that are unique to your firm - especially first-person accounts by those involved; metrics and proof statements; and insights based on real knowledge, either gained directly (through experience) or through research. As with fiction, it's better to show it than to state it.