Katy Goshtasbi

Personal Branding Corner: What’s Your Uniqueness About?

Working with clients on their unique selling proposition (USP) is always the most difficult aspect of our personal branding work - for the client, not for us.  It really seems like clients are either: a) in denial that they are unique; b) not sure why their uniqueness would even matter; or c) unclear about how to express that uniqueness.

As we always say, people buy your uniqueness, not your product or service initially.  So if this statement is true, then what is your uniqueness about?  Everyone wants to believe their uniqueness is based on the substantive work they do each day.  So they spend their time initially trying to convince us that their uniqueness is found in their work as a lawyer, doctor, engineer or accountant.  WRONG!

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