If you look at the global food scene, trends come and go. There was craft beer, burgers and now gin seems to be the latest thing catching everyone’s attention. But when something becomes popular, what is it that differentiates one beer from another? Or makes a particular burger better than the rest?
This is what you call an invisible advantage.
When there are so many options out there, you need an uncommon advantage in order to really stand out. Sure, this has a lot to do with taste, but it more about the emotional aspect of the service or product on offer. Finding your invisible advantage is all about identifying this emotional advantage and tapping into it.
Anyone can sell a hamburger but how do you make your hamburger different?
Identifying your invisible advantage all starts with thinking about a particular person or company that you really like working with. Once you’ve identified that business or individual, you must ask what is it about your engagement with them that made it a particularly pleasant or meaningful experience. What was different about the offering you gave this particular client and why was the engagement more meaningful?
Going back to the hamburger example, you’re asking what is it about the hamburger you served this customer that was special or unique? Some clients want a personalised hamburger experience – they want to be a part of the cooking process and have a say in all of the different toppings that eventually go in to the final product. Others aren’t too fussed by the ins and outs of the production process, as long as the hamburger tastes good and delivers on their expectations, they’re satisfied.
As a business, it’s a no-brainer that you need to offer a good service or product but your invisible advantage is the secret sauce that goes on top, something that is tailor-made to meet the needs of each unique client.
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