Do You Know What is Unique About Your Own Business?

One of my favorite clients was a Minnesota family that owned a small car repair business.  When I was helping them explore and identify their uniqueness, they told me that they didn’t have anything that made them particularly unique.

Upon digging deeper, they shared that it was very important to them that their customers felt like family.

So they put homemade cookies on the car seat when the car was fixed, so that when you picked up your car, you got warm, fresh, home-baked sweets.

They would also pick up their customers and drive you to where they wanted to go while they fixed their cars. They even gave their customers a loaner car while they were doing repairs. They thought everyone did this, so they didn’t see it as unique!

They were genuinely caring, hospitable people who treated everyone like family.  Thus, who they are and what they have provided ever since they created their business 20 years ago became their Unique Serving Offer (USO).

“Joe’s auto repair shop, where we treat you like family – We pick you up, drop you off and leave fresh baked cookies on your car seat.”

As you read this story, what’s coming up for you?  What do you enjoy receiving?  What do you enjoy giving?  Are words – ideas – maybe even songs – coming to your mind?

What is unique about you? Read more