What makes your company remarkable? What makes your business unique? How do you differentiate your company from others in your market? What is your secret sauce? These are simple questions. Can you offer a simple answer that resonates with your audience?

Every business is unique, even those operating in highly competitive environments, selling “commodity” products and services. Getting clear about your uniqueness is important as it sets the foundation for your marketing material, web page, and sales tools. If you ask these questions to different members of your team, how consistent are the answers?

Companies evolve over time. What made your business remarkable last year might be
different today and will be different again in the future. Here is an easy exercise that will help you and your team draft a current version of your Unique Business Proposition. Try answering these four questions:

1. What do you do? (use short, bullet-point answers)

2. How do you do it?

3. Where do you operate?

4. Who are you? (What special expertise or talent do you offer? Is there something
special about your company culture and values?)

Somewhere in this mix, you should start to see elements that are unique or different about
your company. Try drafting two or three versions of your Unique Business Proposition,
what makes you remarkable. Next, talk with your customers about this topic (without leading them). Listen very carefully to what they say. If you repeat this exercise each time you refresh your business plan, 3-4 times a year, your entire team will have a current version, your website will gain traction, and you will boost confidence in your marketing and sales team. For more information on planning structure and content please visit PlanGenie.com