We hear a lot about unique selling proposition (USP). Xerox explains the concept with its second tip. Have you defined this for your own business?

What makes your business unique?

Being able to express your business’s core principles and values will help you choose appropriate growth strategies. If you haven’t done so already, create a polished 20 second “elevator speech” that summarizes your business’s products and uniqueness. This summary will help you focus branding and marketing efforts, and will provide the core for conversations with those you reach out to.