“Say cheese,” says the person behind the camera.
And you say cheese. Your facial muscles are frozen. You have a dumb, goofy look. And under your breath you're muttering, “C'mon, take the picture, take the picture, c'monnnn!”
Click! You blink. The picture's been taken.
And then the photographer runs across to you, all excited to show the nice digital photo. You take a look, you roll your eyes. You cringe. Because you just detest the photo. It looks artificial. It looks posed. It's not you. It looks like all those cheesy pictures you've seen before.
It's not unique.
How can it be unique? You weren't yourself!
And that's the whole problem with uniqueness. You've tried too hard. In your business, you've tried to your darndest to get your own uniqueness. And you've failed miserably. Because you froze.
And the uniqueness you sought to find looked like that cheesy picture. When asked about your uniqueness, you mumble something like “service or quality,” which means nothing to most people.