I used to be CTO for a startup that ran payments for small businesses. We were asked to white label our product (i.e. use their branding instead of ours) by a major credit card company. Within a few months, we got called by another. And another. We eventually white labeled the solution for three major credit card/financial companies. And each one touted their uniqueness, how they differentiated from each other, why THEIR products and services were far superior.
Yet, each of them used the same application we had built for this ‘new’ product they were licensing from us. In other words, the ONLY thing different about all three companies was the name of the product and the logo that showed up in the corner. Everything else was functionally the same.
The uniqueness among them was a myth.
From a business perspective, you need to understand that you are likely NOT unique in the context of what you do. I get 200-300 emails a week from vendors and consultants vying for my budget. And, everyone of them are completely unique. At least in their own minds. Rarely in mine.
The FIRST question I ask any vendor walking into my office is “What makes you unique?”
Most of the time, I get a bullshit response.
I judge them at that point. Just like you judge new music within two SECONDS of listening to it, I do the same. And, most of my peers do it, too. I shut out those that set off my bullshit factor.
So, what can you say to me that would make a difference with the question: “What makes you unique?”
And, if you happen to actually BE unique, then, by all means, shout it from the rooftop.
But, be sure you are.