Tag Archive for: #uniquebusinessproposition

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


No seriously.

Has a prospective client ever asked you this question? Even if they haven’t, at some level, this question is on their mind as they consider their buying decision. What is your answer?

Do you have a clear, succinct response that gets to the core of what is special, unique, or different about your company?

If you ask this question to your leadership team, how consistent is the answer? What answer would you get from your marketing and sales team, your operations team, your finance team, your front-line staff, your forklift driver, your business partners?

Most importantly, what do your customers say about your company?

In documenting your working plan, this is one of the first questions to address. What is your Unique Business Proposition?

Much like we are all different as individuals, every business is different, and unique. Discovering what makes your company unique will clarify your market focus and propel you down the path to attracting, recruiting, and retaining your best customers (and releasing, either through attrition or bold decisions, your worst customers)

Once you have your first draft you can review and revise it at each planning review.  It’s a dynamic exercise. How you described your UBP five years ago will be different today and will be different 5 years from now.

Here’s a few tips to help your search for your UBP:


Answer these questions is a sentence or two; What, How, Who, Where:


  • What does your company do? Is there something special, unique, or different about what your company does?
  • How you do it? Is there something special, unique, or different about how you do what you do?
  • Who are you?. Is there something special, unique, or different about you and your team or your culture? (Tab over to the Values section to look for clues here.)
  • Where do you operate, your geographic reach?


Somewhere in this mix you will find a starting point in your search for your unique identity.

Next, talk to your best customers. Ask, why did they become customers and why do they stay? Then, listen very, very carefully.

Another great source of insight are your business partners – your suppliers, and/or your distributors.

Finally, get your whole team involved, from the executive level to the front line.  Harness the power of collaboration within your company.

For more information on Unique Business Proposition and how it is used on a working business plan, please visit planegenie.com


Please pass along your questions or comments.