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Element 2. Explainable Uniqueness > Practical Experience—This Deserves the Maxi...

Practical Experience—This Deserves the Maximum Weight of 3

My experience with uniqueness suggests that what makes a new product or service unique is not always understood. Listeners reach quickly into their experience and conjure up a hasty response such as,“that’s just like what Billy is offering down the street.” Persist. Billy is more often than not completely disconnected from your market even though he once “thought about” doing something remotely similar but quite different. Persist and establish a uniquenesses that you can explain without surrendering many facts into a market full of sharks. Be as careful as possible while making certain that the listener clearly understands your product’s uniquenesses.

Dr. Market’s Observation:

If you are lucky enough to have a lot of unique features and benefits, omit one or two of them from the list. Let the geniuses at the strategic investor or charter customer discover it on their own (maybe with a whisper to the CEO or managing partner who is always on the prowl for a way to show that they can come up with a great observation from time to time). Is this ethical? Paleeeeez! Of course it is, because it is exactly what people expect! Now then, in the fast and heady play of the game of launching a new enterprise, since there are sharks out there who systematically pillage the new enterprise field-of-play by lying, cheating, and stealing new ideas, no student of mine will spill all of the secrets in one data dump to try to win investors. Wake up! Keep some of the information in your pocket until later, because some of the people you approach will absolutely and certainly pass it along to your worst enemies. Trust and integrity are to be earned and established by both you and your investors.



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