Are you special? Can you explain your uniqueness?

I was reminded again at the weekend (I am being Masterminded by Jonathan Jay) how important is it to be unique in business. We were talking about USPs, and why a business owner must know what their USP is before they can market their business with success.

USP stands for Unique Selling Point, or Unique Sales Proposition. I was reminded how hard it is to define these — to really make them totally unique.

It is quite easy to come up with a USP only to realise under scrutiny that it’s not, in fact, unique and could easily be applied to other businesses. So it was good to have the Mastermind group of business owners challenging each other to be unique.

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Expect the Unexpected

Of course, being British I have this expectation built in when it comes to the weather (expecting the unexpected!), but it’s a good way of thinking when it comes to business too.

Much as it’s important to have a plan—and it’s always a good idea to have a goal—sometimes something will just ‘show up’ that is unexpected.

This can be good unexpected or bad unexpected…

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Are you preaching to the converted?

I don’t know about you, but sometimes I have already decided I want to work with someone—or buy something, or visit somewhere—and so I’m already sold. But then I get sold to even more, even when I’m already ‘in’. And sometimes it puts me off and I don’t buy.

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This isn’t it

What your Thing isn’t is as important as what it is. Sometimes it’s expected that when you’re good at something you’re good at ALL of it. Take Marketing (for an example close to my heart!): I LOVE ideas, strategy, plans, visions, creative concepts, copy and the communication side of Marketing. Do I love the stats, […]

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I don’t mind if you don’t get it

I have learnt (like every good lesson—the hard way!) to not try and ‘convince’ anyone.

In fact, these days I’ll often make it very clear that if someone is absolutely convinced that what I am saying makes no sense and will never ever ever work I’m cool about it. Of course, I let them know I think that’s not correct and suggest (politely, of course!) that they can tell that to all my clients and a whole bunch of other people who it is working for and see if they remain convinced. But I don’t mind.

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The long way round

Sometimes we know we’re ‘almost there’, but instead of taking the step to the left, we take about 47 right turns to end up there instead. And that’s OK.

Sometimes you’ll meet people who found their Thing, worked out their business model and got their positioning or niche right in one go. And then there will be other people (I was one of them) who took quite a few steps to get there. And shorter isn’t always better if you paid attention along the way.

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