I’ve already spent three days talking about Roy Osing’s book, “Be DiFFERENT or be dead,” so I thought it might be fun to end out the week with some additional thoughts about the book and what I am currently doing to apply the things I learned. Today, let’s talk a bit more about what I am doing with his use of the “only” statement.

In the book, Roy takes a lot of time talking about how businesses need to take a long look at themselves and figure out what they can do differently from their competition. He asks all of us a cool question – what are doing that no one else in your market is doing? Once you’ve got an answer (if you have something), you then need to answer this by creating your “only” statement. Here are a few examples of what the might look like: