How to Own What Makes You (Your Business) Unique
Mar 5
3 min read
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"Find out who you are and do it on purpose." - Dolly Parton.
Do you feel any internal tension when you read this? Tension between the unique identity you've set out to become vs all of the noise of those around you saying every reason you can't or shouldn't do that exact thing?
Seeing a unique opportunity and choosing to step into it is a difficult path to walk, and with out proper anchors in place it's easy to get pulled to the status quo.
Even if your unique path isn't particularly disruptive there is inherent friction with pressing into a new space. When this friction (i.e. resistance) comes without a proper understanding of who you are, where you're going and why, the temptation to conform and settle may win out.
So how do you go as only you can go?
Find out who you are by exploring your formative core stories. If you're a business or organization, look back at the origins and the journey along that way that shaped decisions, and outcomes. What was the original opportunity? What has resonated with your customer/client base through the ages? What's changed or shifted? Look back over the history of your organization and seek to uncover the unchanging themes and connect the dots. At your very best, who were you? For an individual the process is not so different. What are those formative moments in your life? What did you daydream about as a kid? What were your favorite movies (stories) and characters? What obstacles have you overcome? Who invested in your meaningfully? Look for the themes!
What is your unique perspective on the obstacles before you (your organization, your customers) and how to overcome them? It might be cliche, but it's true that you have a completely unique perspective. Yes, it will resonate with others, but no one sees exactly as you do. Whatever situation you're in personally, or organizationally there is a perspective you have to offer that if pursued brings value to yourself and others. Maybe it's a new product or a new campaign. Maybe it's time for a career change. Maybe it's time to face that challenge that you've been putting off for years. Don't overthink, or downplay the situation you're in right now. Consider your story and how you've approached previous obstacles. You may be surprised what insight you can glean.
How can you go as only you can go? (Do it on purpose) Once you identify and understand your unique perspective on the obstacle before you, you can contextualize your strategic approach. Let's say the obstacle in front of you is a mountain and you need to get around it. Depending on who you are your approach may vary. A mountain goat will climb. An eagle with fly. A fish will swim around. The mountain is not the goal, it's the obstacle that helps reveal your unique approach which invites you to go as only you can go and do it on purpose.
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Understandably this is easier in the abstract. On the ground the realities can feel more urgent and weighty. But this is again why knowing who you are (and also who you are not) help bring clarity and freedom to own who you are.
Whatever it is you or your business are setting out to do, you can either try to do it like everybody else and fight over the premium space of "the same" or you can discover who you truly are, see the unique opportunity to take new space, and do it on purpose. Want help discovering, developing and owning your story to bring clarity and alignment to you, your brand, your people and your goals?
