Define Your Unique Offering: Stand Out or Get Lost in 2026

Written By Holly Clawson

Make your business unmistakably valuable

What makes your business different?
A Unique Offering isn’t just “great service” or “quality work.” It’s the intersection of your Mission, Area of Innovation (AOI), and Immutable Laws. When clearly defined, it attracts top clients and repels distractions.

Choosing your AOI

Decide where you compete: Quality, Price, or Convenience. Then, use the Blend Technique to borrow strategies from other industries to improve your offering. This allows you to leap-frog competition instead of following incremental change.

Change your label

How you present yourself matters. A compelling, clear professional label communicates your value immediately and differentiates your business.

Build your standout offering

  • Define your AOI using the AOI worksheet

  • Draft your Unique Offering Statement

  • Create a professional label that sparks curiosity

Refine your positioning

For additional guidance on positioning and defining your unique offering, review the December Sweet Spot blog →. You can also explore our CFO Circle membership with our SOAN CEO Michelle Scribner → to refine messaging, pricing, and positioning strategy.

Holly Clawson
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