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.