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Element 2. Explainable Uniqueness > Relevance—Why Add This Item?

Relevance—Why Add This Item?

Products that are to be successful in the marketplace need to own some uniqueness, to be the only place where their particular features and benefits can be found. With uniqueness, a vibrant team of managers can build a genuinely valuable enterprise. Note that your uniqueness can be related to features of your product or service, the time it is offered, or the space or location in which it is offered. Will your product be the only one that delivers critical elements to customers who require them? If not, can it be the only product with those features that is available at a certain time and place? If there is no uniqueness, the business you hope to launch could be considerably more difficult to sustain. Please do not confuse uniqueness with the “unserved” aspect of the previous element. While there is similarity, that element deals with need and this deals with uniqueness.


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