When starting a business today, it's essential to understand that people buy from people, and they love to buy. More than just products or services, they buy into stories. For someone to purchase from you, two things must be true: they need to know you and trust you. The best way to achieve this is by building a strong personal brand and crafting a compelling signature story. This not only helps you stand out but also differentiates you from the countless others offering the same thing.