The Root of Advantage: Why Customers Choose You
In business, survival isn’t about doing everything — it’s about doing the right things better than anyone else. Every customer has choices, so the question becomes: why should they choose you?
The answer lies at the root: your competitive advantage.
What Is Competitive Advantage?
Competitive advantage is the unique value your business delivers that others can’t easily copy. It’s the difference between being just another option — and being the obvious choice.
Without it, you’re forced to compete on price. With it, you build loyalty, stability, and long-term growth.
Three Roots of Advantage
Cost Advantage – Running lean and efficient so you can offer better pricing without sacrificing quality.
Differentiation Advantage – Standing out through unique products, experiences, or expertise that customers can’t find elsewhere.
Focus Advantage – Owning a specific niche so well that you become the go-to provider in that space.
Finding Yours
Look inward: What do you consistently do better than anyone else?
Listen outward: What do customers say they value most about you?
Study competitors: Where are they falling short — and where can you step in?
The Challenge
Take 30 minutes this week and make two lists:
Three things you believe set your business apart.
Three things your customers would say set you apart.
Where those lists overlap — that’s the root of your advantage.