On Tuesday, I had a conversation with a client…
And we came upon this question:
“What do you do that no one else can claim to do?”
It’s a way of separating out a meaningful differentiator that we can build a marketing message around that hits home.
As in, not something that you do better, faster, cheaper… but something that legitimately sets you apart (assuming your prospect gives a damn about it).
But in reality, it needs to go deeper than that.
Fellow daily publishing compatriot and Founder of Science+Story, Bob Lalasz recently wrote about the “white space” one should aim to fill by putting meaningful opinions out into the world:
“I talk from time to time about “white space” — which I define as the room in any current conversation to make a unique argument that might change the conversation.”
This is the same idea that Peter Thiel articulates in Zero to One:
“It’s easier to copy a model than to make something new: doing what we already know how to do takes the world from 1 to n, adding more of something familiar. But every time we create something new, we go from 0 to 1. The act of creation is singular, as is the moment of creation, and the result is something fresh and strange.”
So what’s your “fresh and strange” result?
What do you do that no one else can claim to do?
Everything else flows from that.