How do you position your products and services? Finding your uniqueness is incredibly difficult, yet some companies do it consistently well. How do you learn from their ability to position their products and services? Also, do you really need a uniqueness for every business product and service? The answer is “yes” and this episode will reveal why that's the case. ============ In this episode Sean talks about Part 1: How do you go about finding uniqueness for your business/product/service? Part 2: Do different products/services need their own uniquenesses? Part 3: When you have settled on your uniqueness, how can you test it?   Read in online: How To Quickly Create Your Uniqueness ============ A patch of grass, is a patch of grass, is a patch of grass, right? Take for instance the patch of grass near the volcano, Ol Doinyo Lengai in Tanzania Every year around February, the wildebeest calves are born, all at the same time. If you look at where the calves seem to graze, it's on one patch of grass—while completely ignoring the rest of the think. This particular grass, which stretches for miles, has nine times the phosphorus and five times the calcium as the next patch. The enriched grass nourishes the young calves and gets them healthy for the great migration that is to follow. In other words, you could easily call this grass unique, right? In business we rarely have this luxury of inbuilt uniqueness Instead we have to go out and find our uniqueness, or create one. And this is where we seem to run into a lot of trouble. When we look at our products or services, they seem remarkably similar to what the competition is offering. We too could do with a bit of phosphorus and calcium in our offerings, we believe. Contrary to what we think, we all have an incredibly powerful ability to distinguish ourselves from any competitors. Yet, the moment we decide to work on our uniqueness, we paint ourselves into a corner We don't know if we're supposed to find a uniqueness or create one. The pressure builds until we convince ourselves that the exercise of uniqueness is much too tedious, and it's better to use our energy in other areas of marketing and sales. Even as we're veering away from uniqueness, we realise that we pick products and services precisely for their uniqueness. Running away from the issue isn't going to help us move ahead. We have to turn and face it head on. And here's how you do it. Let's cover three elements: How do you go about finding uniqueness for your business/product/service? Do different products/services need their own uniquenesses? When you have settled on your uniqueness, how can you test it? Element 1: How do you go about finding uniqueness for your business/product/service? Back in 2003, we started a little membership site called 5000bc. It wasn't meant to be a membership site, but so many clients wanted to discuss business issues that it made sense to have a site. At first, it had almost no content, and I spent a good few weeks putting in a dozen articles or so. It was the early 2000's, remember? I was able to get in touch with almost anyone on e-mail and get their permission to use their content. So I contacted billionaire, Mark Cuban, best-selling author and speaker, Wayne Dyer and other such personalities. And so, 5000bc began on its journey. But 5000bc had no clearly-defined uniqueness When you're starting out a business, it's hard just to figure out what you're doing. You're trying so hard to find yourself that finding the uniqueness for a product or service seems implausible, if not impossible. Nonetheless, over the years, as 5000bc grew, we went through the process of interior design. We'd add something here, something there and soon it became quite distinct in itself. Even so, we couldn't figure out what was unique. This is the part where you turn to the outside world We sent out a bunch of e-mails to clients and time, and time again they'd come up with the same response. They'd say something like this—a