Unfair Advantage can be insider information, a dream team, getting expert endorsements, existing customers etc. It isn’t “commitment and passion” for example.
“The only real competitive advantage is that which cannot be copied and cannot be bought.” — Jason Cohen.
You know all about your product and your service. The solution that it delivers. And you even know what channels you’re going to be reaching your customers in, so what is your Unfair Advantage.
What is it that you do that makes it so hard for other people to copy?
Now the thing is you might say your Unfair Advantage is quality or speed or service or that you’re very relational. The thing is, other businesses are going to be saying the same thing too.
So how do you avoid it becoming a cliche? The key thing that you want to do is to consider all of your resources, all of your strategies, all of your experience. What really sets you apart? This is the part of the Revenue Roadmap that is really important to take time to try to figure out. Take time to sit on it, and find your Unfair Advantage. It might be a database that you have that nobody else has access to! It might be a friend that you have that allows you the kind of lead generation that is completely going to ‘smoke’ your competition. Your background is your story, and typically your Unfair Advantage is hidden somewhere in your story.
Here are some thought starters:
What puts you ahead of your competitors? What are some assets you possess that can’t be easily copied or acquired by other businesses? Here are some examples of Unfair Advantages to get you thinking about what makes you stand out:
Inside Information: In-depth knowledge or skills that are critical to the problem domain. Basically, this means being well positioned to understand a problem, create a solution, and continue to innovate faster than others.
Personal Authority: If you’re a scholar in a specific field, an award-winning builder of a certain product, or an expert on given services, you hold sway over competitors.
Community: If you have a vast network of customers and partners at your fingertips, you’re in a good position to make big strides.
Internal Team. Do you have a dream team? If your office is loaded with unique talent, you’re set to compete.
Reputation. Have you built up a following, a name that people instantly associate with proven success? A proven and popular brand reputation is a major advantage.