Most businesses have something that makes them different.
A process, a deliverable, a repeated result that could be owned in the market.
But occasionally, I'll run across a business that legit has nothing that makes them different.
Of the 145+ businesses I've worked with, only 25 fall into that category.
No matter how hard we dug, there was just nothing different about them.
What do you do in a case like that?
Simple — you run the assumption reversal exercise.
Assumption Reversal
The idea here is simple.
Find an assumption about the industry that you can reverse and own as your differentiator.
Here's how to run it:
1. List out every assumption about your industry.
We're talking the good, the bad, and the ugly. Write it all down on a sheet of paper.
For instance, I might write these about branding agencies:
- Design focused
- Fancy decks as deliverables
- Strategy is mostly personality
2. Flip each assumption
No matter how crazy, write the opposite of each assumption next to it.
Using our example, mine might be:
- Doesn't do design (or focuses on strategy)
- Deliverables are living docs, not PDFs
- Strategy is all revenue-focused, not personality
3. Choose the reversals that excite you
Work through your list and choose a few reversals you're excited about — that you could see your business doing well.
Using our example, mine are:
- Deliverables are living docs, not PDFs
- Strategy is all revenue-focused, not personality
4. Pick one and run it through a differentiation test
Lastly, pick one of those ideas and run it through a differentiation test to make sure it truly is different.
Grab the Assumption Reversal Worksheet to get those three tests.
5. Craft a strategy and plan to own it
If your differentiation passes the test, it's time to create a strategy to own it in the market.
Positioning, offer, messaging, marketing, content, sales, customer experience — figure out how you will take that differentiation and own it throughout your business.
Check out this blog post to get started.
Or, put me to work creating that strategy for you.
I'm only accepting 3 more Onlyness Brand System clients this year.
We'll map out your differentiation and create a strategy and plan to own it in your position, offer, messaging, marketing, content, sales, customer experience, and operations.
It's a complete revenue plan in 2 months.
Apply today — or keep fumbling around with tactics that won't increase revenue.
Until next week,
#SassyJason out.
✌🏼