What Makes you So Special?

Find your business unicorn

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.


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