"We are the only coffee shop in our town that serves this!" I will bet that you have thought or said this, or some version of this phrase, yourself as you have planned or run your business. Being the only one to have something is exhilarating at first, but then it tends to fade as the thing we thought would be our defining differentiator, becomes more available and common.  Today on Shift Break we will be talking about why exclusivity is a bad strategy and what we need to spend our energy on instead if we want to build a lasting and truly unique business.  Related Episodes: The Power of "No"   Differentiation Takes Time!   Digital Hospitality 215 : Communication and Marketing Master Class w/ Spencer M. Ross, PH.D.   Visit our sponsors! Interested in consulting or coaching? Reach out! chris@keystotheshop.com   Visit our awesome Sponsors!  Elevated batch brew and so much more! Ground Control Cyclops Brewer   The best espresso machines in the world! www.lamarzoccousa.com