If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask an expert about how you can find your unique differentiator.
This edition of “Ask the Board,” features Darius Davie, Founder of Groom Guy, an award-winning wellness brand for men, and graduate of NFTE, an organization that helps young entrepreneurs start businesses. Darius explained how he found a unique differentiator for his business and how you can do the same.
There’s no denying that competition is fierce these days, regardless of your industry. This means that if you’d like to succeed as an entrepreneur or small business owner, you must find and convey your unique differentiator to your current and prospective customers. Here are some tips to steer you in the right direction.
Reflect on the founding story
Your audience wants to hear your message but they also want to know who you are as the messenger. They’re more likely to connect with you on an emotional level if you take them on your entrepreneurship journey. They want to know why, when, and how you got started. Remember that a unique business idea may spark someone’s interest but a compelling and personal narrative will motivate them to continue listening.
Research the past
Many of the best businesses derive from what’s been done before. By delving into the past, you'll pinpoint some major hits or misses that can contribute to your brand’s solution or storytelling. For example, Groom Guy’s current business model was modernized from a previous one dated back to the late 1800s and early 1900s. We used the past to understand how we can create something new and refreshing for the future. Your competition may overlook something that you caught, thus creating a competitive advantage.
The most successful CEOs in the world are able to remain consistent by having people they trust to the left and to the right of them.
Darius Davie, Founder of Groom Guy
Determine the ‘wow’
This is a critical element that can accelerate the process of introducing a business concept. From how someone gets a hold of your business to how it's made, and maybe who’s begun to support it, discover key factors that can make a potential supporter intrigued and likely to remain engaged. When discussing marketing with your team, refrain from solely creating “moments” and create long-term marketing strategies that prompt excitement, curiosity, and any other grand emotion that's aligned with your branded story.
Explore unique partnerships and collaborations
Building key relationships is fundamental to having a leg up with your competitors. The right partnerships are another line of support that can give you just the momentum to achieve certain business goals. The collaborations that are mutually beneficial and turn heads will surprise you. Don’t isolate yourself in business and feel like you're the lone wolf. Review your brand values and goals and find the right alignments that give you the results you’re looking for. Watch your network expand.
Focus on core team building
As a business owner, proper delegation is essential. Take your time and evaluate who is the best candidate for certain tasks. The most successful CEOs in the world are able to remain consistent by having people they trust to the left and to the right of them. From lead management, design marketing, bookkeeping, and human resources, having support in these areas can allow you to focus on enhancing product or service. A productive team that shares your vision and goals can do wonders for your business.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
CO—is committed to helping you start, run and grow your small business. Learn more about the benefits of small business membership in the U.S. Chamber of Commerce, here.
