# 2441: Identity, Part 2 of 3: How to Build Your Identity From Scratch

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Podcast: [The Level 10 Contractor Daily Podcast](https://stenobird.com/podcast/the-level-10-contractor-daily-podcast-1184502)
Published: 2026-05-15T04:30:00+00:00
Episode link: https://level10contractor.libsyn.com/2441-identity-part-2-of-3-how-to-build-your-identity-from-scratch
Audio file: https://traffic.libsyn.com/secure/level10contractor/2441.mp3?dest-id=1486781
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Duration seconds: 1975

## Resource

Rich teaches contractors how to uncover what truly sets their business apart in part 2 of the Identity series. Using real examples — from 172 hardwood dowel rods to six nails per shingle — he walks through the Five Pillars of Identity and the Trust Pyramid, showing how to dig past platitudes and build a compelling, specific case that wins customers before the sales call even starts.

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## Transcript

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