Why Customers Choose You

As an author and speaker on creating distinction, I’ve had the privilege of working with numerous dynamic businesses across various industries.

One common theme I’ve observed among successful organizations — from those directed by young entrepreneurs to major corporations to highly distinctive educational institutions — is their ability to differentiate themselves from their competitors.

From Apple to High Point University, from LPL Financial to BMW, they understand that customers don’t choose them for their similarities to others in the market but rather for the unique qualities that set them apart. These businesses have not only thrived but also inspired others with their success stories.

When you look at your business, ask yourself: what makes you different?

This is the key to attracting and retaining customers who value what you bring to the table. By identifying and leveraging your unique qualities, you can open a world of opportunities and potential growth for your business. Here are five steps you can take:

1. Innovation is a powerful differentiator. Customers are drawn to businesses that constantly push the boundaries and seek new ways to solve their problems. If you can demonstrate that you’re at the forefront of your industry, always exploring…