An earlier article in this series titled ‘You’re such a disruptor’ discussed ‘Finding, revealing and promoting your true Unique Selling Point’.
In this article we’ll describe a way to find your hidden potential. We’ll show ways to find what you do well and compare it to your competitors.
So this is also a great way to identify an ideal USP too.
Write a list of what you do and put a tick in a column next to each item:
- Products and services
- Now add to the list, how you do it – On time every time, open 24/7
- Some other special features – Satisfaction or money back, lifetime guarantee, gift with purchase, we’re the only xx who does xx.
Now across the top:
- Add columns for your competitors and in the competitor’s column put a tick or cross next to the things on your list. You are building a capabilities matrix or table.
- You may need to add to the initial list if a competitor has a feature you don’t. Of course you’ll have to add a cross next to this item in your own column.
Patterns will reveal themselves and you will have a very clear picture about what makes you different – your hidden potential.
If you don’t have a clear picture, it’s time to re-invent yourself. We can cover that another day.
Now work with a branding agency to help you tell this story well. If it’s hidden, you can’t sell a secret.