If you’re running a small business, you’ve probably been asked: “What makes you different?” The truth is, every successful business model leverages something—and that “something” is what sets it apart from the rest.
Let’s dig into what this actually means.
Leverage is your edge. It’s what gives your business a leg up and helps you punch above your weight class. It could be a special skill, a unique process, a high-tech tool, or deep expertise in a niche. Without it, your business risks becoming just another face in a crowded market.
My grandfather, for example, was an ornamental ironworker. His skill was his leverage. His business was not just selling iron—it was selling craftsmanship, artistry, and decades of experience that can’t be easily replicated. That unique capability became a critical part of his value proposition.
Then there’s the Olympic coach. What they know can’t be found in a textbook. Their knowledge—the result of years of experience, pattern recognition, and working with elite performers—is their leverage. They bring an unmatched level of insight to their clients. And because of that, they can charge a premium.
Now, what if your edge comes from a tool?
Think about the asphalt paving contractor who owns a $500,000 machine that completes jobs faster and with higher precision than a competitor working by hand. That machine is leverage. It’s a multiplier that increases output, reduces labor costs, and enables larger contracts. It’s not about the machine itself—it’s about what that machine makes possible.
Maybe you operate in a service business like estate planning. Your leverage might be a process you’ve refined over time that helps clients navigate complex decisions with confidence and clarity. That process becomes your signature approach—your “secret recipe.”
But what if you’re the low-cost provider?
Even then, you need leverage. Being the cheapest is not enough—you must have something that allows you to stay the cheapest without going broke. Maybe it’s a lean operation, high-volume purchasing, automation, or a clever outsourcing strategy. Whatever it is, it’s your leverage that makes the low-cost model viable and sustainable.
So, what’s the takeaway?
Every business must bring something unique to the table. The key is to identify what that “special something” is—and then double down on it. Your leverage is the thing that helps you do more with less, charge more than others, or win when others can’t. It’s what lets you deliver outsized value, no matter your size.
And here’s the cool part: once you identify your leverage, you can start building your business around it. Market it, price it, and scale it with intention. It’s not just about being good—it’s about being good at the right thing, for the right audience, at the right time.
So, what’s your special leverage—and how are you using it to build a business that stands out from the crowd?
