When I first set out to write Lobster on a Cheese Plate, I didn’t have a title. For a long time, the file on my computer was simply called “Marketing Book.” It wasn’t until one night, standing over a cheese plate in my kitchen, that the idea struck me. I love cheese—there isn’t a cheese out there I won’t eat. A cheese plate is heaven to me. But as much as I love it, when you put a lobster on that plate, the choice becomes obvious. The lobster stands out. You may still go back for the cheese, but first you’re grabbing the lobster.

That’s the challenge remodelers face. You’re not competing against amateurs. You’re not up against “Chuck in a truck.” Most of the time, your competitors are strong companies delivering excellent work. From the homeowner’s perspective, it’s a platter full of really good choices. So how do you stand out? If you blend in as just another piece of cheese, you’re leaving your fate up to chance. But if you can position yourself as the lobster, the clear and irresistible choice, the decision is easy.

That’s what this book is about—positioning. How to become the obvious choice in your market. To help with that, I developed what I call the Six Stones of Positioning. Inspired by the Infinity Stones in the Marvel universe, these six elements combine to give your business a kind of “superpower” in the marketplace. They make you unstoppable against competitors big or small.

One of the most important stones is your Point of Difference. This is what makes you truly unique. And here’s the hard truth: most remodelers don’t have one. They think they do, but saying “we deliver quality and great customer service” is not a point of difference. Everyone can claim that. A real point of difference is something no one else can say or do. And if you don’t have one, it’s not time to panic—but it is time to create one. Sometimes that means making tough choices, like niching your business. Specializing can feel scary because it seems like you’re shrinking your market. In reality, narrowing your focus often broadens your appeal. When you own a specific niche, you carve out a position that no one else can touch.

Another mistake I see all the time is confusing a marketing budget with a marketing plan. A list of tactics with dollar amounts next to them is not a plan. A plan starts with your objectives: what you’re trying to achieve. From there, you define strategies to reach those objectives. Only then do you develop tactics, and only then do you assign budgets. Skipping straight to tactics is like a general walking into the Oval Office and saying, “Here’s our plan: $55 million for land mines and $160 million for paratroopers.” That’s not a plan—it’s just a shopping list. Yet most businesses, not just remodelers, fall into this trap.

Marketing isn’t an expense; it’s an investment. Like a 401(k) or an IRA, you put money in because you expect a return. Not every tactic will work, just like not every stock you pick goes up. But if you track results, learn, and adjust, marketing becomes one of the most powerful investments you can make in your business.

I didn’t want this book to be a one-and-done resource. At BeTheLobster.com, you’ll find free tools and templates to help you put the ideas into action. I also started a community for readers, because I believe no remodeler should feel like they’re on an island. The power of peer support—the power of “we”—is at the heart of everything we do at Remodelers Advantage, and it’s baked into this book as well.

If there’s one piece of advice I want to leave you with, it’s this: be the lobster every day. Don’t blend in. Don’t be another choice on the cheese plate. Find your difference, own it, and make yourself the obvious choice.

You can find Lobster on a Cheese Plate on Amazon, and you can grab all the free resources at BeTheLobster.com.