What makes your small business unique?

In this series of 19 short articles, StratPad’s founder discusses the fundamentals of starting and running a small business.

Today he discusses uniqueness and why it’s so important to small business success:

Q: What can I do to make my business more unique?

A: A lot of people think that being unique comes from a single thing, for example if you have a patent on something, or if you have a location, a restaurant having a single location that it has a five- or ten-year lease on. Those are great things to have, but for 99 percent of us, it’s impossible just to have a single thing that is unique, for all kinds of reasons.

What you can do is you think through your customer experience; the products that you offer them, how they’re going to experience your products, etc. It’s not just the location of your restaurant, but the signage on your restaurant, the parking, what your website looks like. You need to think about all those things and make them the best that they can be, because combined those things become an impenetrable thicket of unique things that make it increasingly difficult for your competitors to emulate.

It’s not just one thing. It’s the product of many different things, done well. The more things that you do that are focused directly on the needs of your customers, the more unique your company will be and the more it’ll all come together.

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