In my time as an entrepreneur, and working with entrepreneurs, I’ve realised that the companies which are most successful are those with a clear vision about what they do, and what they want to achieve.
They are able to define what EOS terms their “three uniques”. These are the three things that in combination mark the company out from its competitors.
It’s why a customer would choose your brand over any others.
Often a business leader might identify their people, their customer service or quality as their three uniques.