The world is a crowded market; there are a lot of companies all fighting for their share of the consumer dollar. The challenge is to stand out and give customers a compelling reason to buy from you.

What makes your company unique? What’s special about your company? What’s different about your company? What is the important feature that sets you apart from the rest?

Rather than trying to be like your competitor, instead think about what’s different about your company when compared to that competitor. What is the unique value that you are going to bring to the field? Who are the people that you will particularly be suited to connect with?

Companies that focus on their unique abilities are best positioned for growth. To achieve growth you need to know what makes your company special. Seeing the world through your customers’ and competitors’ eyes is the best way to understand what sets you apart.

Summing-up:  Why — really — do customers choose our offerings? Which of our capabilities are distinctly better than those of competitors? How difficult would it be for a garage-based startup to replicate what we have done? The answers will help you determine your most crucial asset, and how that should be the focus of your growth.