What is Your Secret Sauce?


Why would anyone want to do business with you when there are so many choices? What do you have to offer that no one else can?  How do you put your stake in the ground and claim that space in the market?

Whether you are operating as a solo entrepreneur or your business supports 50, 100 or 500 employees, your “secret sauce”  is your recipe to create a healthy culture, an effective marketing strategy and a basis for serving your ideal clients.

The number one question I get is, “how do I differentiate myself?”

First step is self-analysis. What are your values? What do you stand for? What do you consider to be the most important quality in any business?  What companies do you admire, and why?

When a company of any size articulates who they are, what they stand for, and what they bring to the table, that self-awareness is the roux from which all secret sauces are created.

We can look to great brands to understand the power of self-awareness. Think Apple, who has built an empire from their core value - to honour people who think that they can change the world with their passion. From that perspective, their marketing strategy “think different” was born.

In 1997 Steve Jobs reflected his own ideology in the company when he took over, and the emotional connection was created from a new set of values Jobs brought to the table. His view on the world was simple, and everything Apple created came from an innovative- simplistic view point connecting with consumer’s desire to simplify their own life.

In most cases, entrepreneurs begin by looking outside, at the competition for the answer. This approach creates anxiety and does little more than define what “they” are doing.  Your differentiator exists from within, not the other way around. A competitive analysis is important, but as a second step in the process.

Purpose driven brands are on the rise. In 2016, Think Marketing described this perspective in the article, Have you ever read about Apple’s Core Values? Only 20% of brands worldwide are seen to meaningfully and positively impact people’s lives, and as social technology continues to drive consumer activism, many companies are waking up to the realization that articulating their values and mission is not luxury. 

There are seven billion individuals on this planet, everyone of us is unique, and rather than celebrating that uniqueness, so many spend their time trying to be like someone else.  

So, what are your core values? Do they resonate in and from your business?  It’s time to celebrate your unique brand, values and contribution.

Everything has a process, and this is the first step in discovering your differentiator. If you would like to learn more about the process, book a complimentary ½ hour with me by emailing or calling me today.

All the best!

Shauna Madsen