This document discusses how to create uniqueness, especially for small businesses and brands. It recommends playing "Emperor" to establish uniqueness, which means focusing on one defining aspect rather than listing out features. Some examples are given of brands that successfully played Emperor, such as Domino's focusing on 30 minute delivery and Volvo focusing on safety. The document argues that this approach is effective because it allows a brand to own a single defining aspect. It also provides examples of how a yoga business could apply this approach by focusing its uniqueness on aspects like small group sizes, organic carrot juice, or following moon phases rather than simply listing out features.
27. Yoga Class Features
1) Clean Yoga Mats
2) Expert Teacher
3) Clean Bathrooms
4) Convenient Location
5) Simple Instruction
28. Yoga Class Feedback
1) Good Parking
2) No Supermodels
3) Reasonable Pricing
4) Friendly Teacher
5) Simple Instruction
29. Yoga Class Play Emperor
1) Small Group
2) Organic Carrot Juice
3) Following Moon Phases
4) Injury-Free
5) Yoga Homework
30. Yoga Class
Features Feedback Play Emperor
Clean Yoga Mats Good Parking Small Group
Expert Teacher No Supermodels Organic Carrot Juice
Clean Bathrooms Reasonable Pricing Following Moon Phases
Convenient Location Friendly Teacher Injury-Free
Simple Instruction Simple Instruction Yoga Homework
31. Yoga Class
Features Feedback Play Emperor
Clean Yoga Mats Good Parking Small Group
Expert Teacher No Supermodels Organic Carrot Juice
Clean Bathrooms Reasonable Pricing Following Moon Phases
Convenient Location Friendly Teacher Injury-Free
Simple Instruction Simple Instruction Yoga Homework