The biggest problem with most companies is that they are afraid of their uniqueness becoming obsolete. You have your uniqueness one day, and they it is gone. So how do you stop that from happening?
Let's take an example
Let's suppose you're a teleconference company. And you say that your equipment is so darned good that a conference is like being in the ‘room next door'.
Now what does that mean?
Surely it means that your equipment is the latest and the greatest. But that can quickly become obsolete, right? It's easy enough for other companies to do the same. And pretty darned soon everyone has the very same equipment. And boof, your uniqueness is shot to hell.
Oh no it isn't! Not if your uniqueness is part of your DNA.
Introducing the Uniqueness Mastery (FREE) Course
Goodie 3: Brand Positioning: Why The Right Uniqueness Is Built On A “DNA”
Warm regards from the land of the long white cloud (and the long weekend)