Amazing-er, a word I coined a number of years ago and still serves me well, describes how I want my clients to come across after my training.
Everyone is amazing in their own right but yearns to be set free to tell more about themselves in their own voice, intonation, and method.
So if you want to rise above the common denominator of service, offering, product or branding, you need to make the consumer know why you do what you do.
Be vocal and put forth your vision. Riski-er.
Be a communicator and tell us something most people do not know about you, but should, in making the decision to work with you. Collaborati-er.
Finally, be true to yourself and open with others. Transparenti-er.
I do love making up words that tell a story in themselves when you make them part of your tagline.