Most of us have not invented anything new.
We are not doing something customers or clients can’t get elsewhere. We are not discovering a new element or identifying a new species or creating a way for humans to live on Mars. (Some of you may be working on this, but most of us are not).
But what you do and how you do it is utterly unique. Because you are the one doing it.
We know this to be true of art. But even in that case, chances are you’re not creating a medium that has never been used before, right? If you paint, there are other paintings. If you take photos, there are other photographers. It’s all about the artist’s perspective and what they create that makes us choose one over the other.
This is true in your business, too. You are an artist.
You put your own spin, motivations and values on the work. Working with you is unlike working with any other human being. The experience can never, ever be replicated, even if two people work from the exact same playbook.
All you have in this noisy world to stand out and attract the right people is your story. What is the meaning and mission behind your work? What is the main benefit your clients or customers will achieve? How will they feel when it’s over? How will it impact them days, months and years down the road?
That is your story and that is what you need to talk about. That is what people sign up for. It is what makes them choose you over the hundreds of other doing or selling exactly what you sell.
All you have is your story. Know what it is. Tell it well. (Tweet this!)