Core Components
Three Uniques™
The three things that make your company different from all competitors — and which, in combination, no one else can replicate. They live in your V/TO’s Marketing Strategy section and should be central to all your messaging.
In Plain English
The three reasons a customer picks you over everyone else. If you can’t name them, neither can your customers.
What it looks like in practice
A firm lists three things that together set it apart, for example fixed-fee pricing, a named senior contact on every account and a stated turnaround time.
The common mistake
Listing quality, service and price. Every competitor says the same. Each unique may be shared by some rivals, but nobody else should have all three.
Related Terms