Most B2B companies think they know what makes them different. They're wrong — and that blind spot is quietly killing their growth.In this episode of B2B No Bull, Liz Brohan and guest co-host Valinda Cox, president of Sound Horizons, sit down with John Ravaris — founder of UVP Solutions and author of Define Value, Drive Growth — for a straight-talking conversation about the one question every business dreads answering honestly: Why should I choose you?John brings 35 years of founder-led business experience and a no-nonsense 4D Roadmap — Discover, Develop, Deploy, Delight — to show exactly how companies leave value on the table by building their story from the inside out, leaning on buzzwords nobody believes, and ignoring their most powerful growth asset: happy clients who've never been asked to speak up.No theory. No fluff. Just the framework that changes how you compete.