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Uniqueness
Shep Hyken recently took a liking to a Chicago style hot dog. It's not a true Chicago hot dog unless it includes very specific ingredients. The street vendor in New York isn't serving a Chicago style hot dog. If that particular dog is what you really want, and you don't live in Chicago where this style of hot dog is the norm, you may drive a little further and spend a little more money to get it.
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The Hot Dog We Love
You can buy a hot dog in many places around the world, but not all of them serve up the Chicago style hot dog. The street vendor in New York isn’t serving a Chicago style dog. Sure, there are places in cities outside of Chicago that will serve the authentic Chicago style dog. And, if that particular dog is what you really want, and you don’t live in Chicago where this style of hot dog is the norm, you may drive a little further and spend a little more money to get it. That’s what uniqueness does.
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The Metaphor: Uniqueness as a Competitive advantage
So if a hot dog is a metaphor for business, what makes your dog different? This is your competitive differentiator. For example, there are lots of car dealers that sell the same make and model of the car you own. What one thing, perhaps unique compared to the other dealerships, did your dealership do to make you buy the car from them? It can be price, location, customer service, speed and any other feature or benefit that separates them from the other dealerships.
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The Big Question
The big uniqueness question is, “Why should a customer buy from you over your competition?” It is tied to what you do that is different. Give me one reason — or several. Is it quality, speed, price, customer service or any other feature that makes you unique in your market place? The answer is what gives you a competitive advantage worth exploiting.
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