We’ve all seen it before. A leadership team sits down to define their Three Uniques on the EOS Vision/Traction Organizer (V/TO), and they settle for things like “great customer service,” “high-quality products,” or “integrity.”
And while these are great business values, they don’t really help a company stand out.
The Three Uniques should act as clear differentiators, setting the company apart in a way that’s clear, compelling, and, most importantly, “remarkable”.
This leads to a higher sales close rate and subsequently, more revenue.
So how do you make the Three Uniques actually unique?
When attacking the marketing strategy component of the V/TO, the key is to not only identify the ideal customers but go one step further to dig into their core problems.
No purchase is ever made unless it solves a pain point or problem, and by identifying those core problems, it becomes easier to articulate how a company’s solutions alleviate these pains.
Then we create a marketing message around the solution in a way that is both exclusive to the company and interesting enough to be shared. Here’s a brief summary of the differentiation process.
Related Reading: Three Ways to Use Your 3 Uniques in Your Marketing
Step 1: Start with the Customer’s Core Problems
Effective differentiation begins with deeply understanding what frustrates, concerns, and limits the company’s ideal customers and prospects. Many businesses get stuck defining their Three Uniques because they focus on what they do instead of how they solve a pressing need.
Here’s what you need to ask yourself:
- What are your ideal customers’ biggest headaches?
- What do customers complain about most when working with competitors?
- What fears or risks keep prospects from making a decision?
If a professional services firm struggles to stand out, for example, we dig into why clients hesitate to hire them. Maybe customers are tired of slow response times or frustrated by cookie-cutter advice that doesn’t fit their business.
Once you’ve identified the core problems, you can shift the focus to how the Three Uniques framework solves it.
Step 2: Define the Remarkable Solutions
Once you know the core problems, the next step is clearly describing how the company eliminates those struggles in a way that no one else can.
This is where companies often default to generic descriptions like “great customer service.” Instead, be specific. A great unique solution should answer:
- What do you do differently than anyone else?
- How do you deliver better results?
- What makes your approach work so well?
If a construction firm realizes its customers are frustrated by unreliable project timelines, their unique solution might be a structured scheduling process that ensures every job finishes on time, every time.
Related Reading: Living Up to Your Unique Differentiators
Step 3: Give It a Name That Sticks
A strong Unique isn’t just about what a company does, It’s about making it interesting enough that someone would actually share it.
One of the best ways to make a product or service memorable is to name it.
A unique name:
- Turns a common practice into a signature approach
- Makes it easier for customers to recall and talk about
- Adds greater perceived value to the process
For instance, rather than saying “We have clear communication,” a marketing agency could brand their process as The Clarity Method, a structured methodology that helps every client message cut through the noise.
Or instead of saying, “We help clients make decisions faster,” a consulting firm could introduce The 48-Hour Decision Framework, emphasizing their ability to help customers push through analysis paralysis.
The key is to ensure the name reflects both the pain and the solution in a way that sticks in people’s minds.
Step 4: Test for True Differentiation
Once you’ve defined your Three Uniques, put them to the test:
- Could a competitor say the same thing? If so, it’s not unique enough.
- Does it connect to a customer core problem? If not, it won’t resonate.
- Would someone share this in conversation? If not, it needs a stronger name or story.
For example, “Exceptional Customer Service” fails all three tests. But “The No-Wait Guarantee: Every Call Answered in 60 Seconds or Less” passes because it’s specific, addresses a common frustration, and is easy to share.
The Three Uniques are one of the most powerful tools in EOS, but only if they truly differentiate the company.
By focusing on customer’s core problems, articulating a unique solution, and giving it a memorable name, you can create a set of Three Uniques that stand out, connect emotionally, and drive more business.
Is Your Message Memorable or Just Meaning Well?
Too many teams settle for safe when they define their Three Uniques. But safe doesn’t sell. And it definitely doesn’t differentiate.
A professional EOS Implementer can empower you to move from “we do great work” to “here’s how we solve your biggest pain—and why no one else can do it like we do.”
This isn’t about jargon. It’s about clarity that converts. And it starts by going deeper than surface-level strengths.
Find your Implementer and turn your Three Uniques into true differentiators.
