The Onliness Statement is a positioning statement; a structured elevator pitch that explains why you are different from your competitors. It’s made up of formula that includes the what, how, who, where, why and when of your business.
What: The only (category)
How: that (differentiator)
Who: for (customer)
Where: in (market/geography)
Why: who (need state)
When: during (underlying trend)
Reference: Marty Neumeier’s ZAG (2006):
“Companies need positioning because customers have choices—and if you don't stand out, you lose. Positioning is what differentiates a brand in the customer's mind. To win the positioning game you must answer this simple question: What makes you the only relevant product or service?”
Marty Neumeier
What: The only motorcycle manufacturer
How: that makes big and loud motorcycles
Who: for middle-aged men
Where: mostly in the United States
Why: who want to reassert their manliness
When: at a time of decreasing personal freedom.
What: The only technology company
How: that makes consumer electronics
Who: for design conscious individuals
Where: all over the world
Why: who want to be trendy and creative
When: at a time of personal expression.
What: The only technology service provider
How: that tailor-make commerce platforms
Who: for retail and insurance companies
Where: primarily in Thailand
Why: who want to stand-out in the marketplace
When: at a time of increasing competition.
“What makes you the only relevant product or service? You'll soon see that answering this question is far from easy.” It requires that we make decisions in regards to the what, how, who, where, why and when of your business. Let’s explore each in turn…
Marty Neumeier
What: The only (category)
How: that (differentiator)
Who: for (customer)
Where: in (market/geography)
Why: who (need state)
When: during (underlying trend)
What do you do? What category are you in? Do you provide a product or a service or something in-between? This is immensely important. Customized services are easy to sell, but they don’t scale well. Products are the exact opposite. Your options include:
What: The only (category)
How: that (differentiator)
Who: for (customer)
Where: in (market/geography)
Why: who (need state)
When: during (underlying trend)
Why should customers care about you?
Why and how are you different from other
players? What’s the ONE things you want
people to know? The opportunities are
endless, but they all boil down to these
three options. You elect to be the:
Protip: See Ten Types of Innovation for suggestions for how you might further differentiate yourself from the competition!
What: The only (category)
How: that (differentiator)
Who: for (customer)
Where: in (market/geography)
Why: who (need state)
When: during (underlying trend)
Who is your customer? If you try to be
everything to everyone you end up being
nothing to no one. You need to be FOR
someone! So who is it? When you picture
your customer in your mind, who are they? Consider the following factors:
What: The only (category)
How: that (differentiator)
Who: for (customer)
Where: in (market/geography)
Why: who (need state)
When: during (underlying trend)
Where are your customer located? Where
will you find them? The more global you
are the larger your addressable market.
But the more local you are the more
relevant you can be. Be specific and don’t
try to overstretch. Starting small is good.
Consider the following:
What: The only (category)
How: that (differentiator)
Who: for (customer)
Where: in (market/geography)
Why: who (need state)
When: during (underlying trend)
What is it that your customers really need? Why are they in the market for your products or services? What is it they will hope to gain from working with you? Needs come in many shapes and forms. Consider tailored solutions as well as potential substitutes from:
What: The only (category)
How: that (differentiator)
Who: for (customer)
Where: in (market/geography)
Why: who (need state)
When: during (underlying trend)
Why now? What is it that makes your product or services relevant at this point in time? What macro trends are relevant for your business and how will you leverage/exploit them in your business? Here are some potential factors to consider:
What: The only [category]
How: that [differentiator]
Who: for [customer]
Where: in [market/geography]
Why: who [needs]
When: during [underlying trend]
YOUR
NEW
BUSINESS
IDEA
“Firms in the process of defining a positioning strategy is the fear of ‘getting too narrow.’ But of course that’s the whole point—getting narrow.
The narrower your positioning
strategy, the more leverage you
have in the marketplace.”
Tim Williams
“Strategy is about setting yourself apart from the competition. It’s not a matter of being better at what you do — it’s a matter of being different at what you do.” At the end of the day, there are really only two options: you either differentiate your business or you compete on price. That’s it.
Michael Porter
“Whenever you find yourself on the side of the majority, it is time to pause and reflect…“If we are not seen as more expert than our competition then we will be viewed as one in a sea of
many, and we will have little
power in our relationships with
our clients and prospects”
Blair Enns
Now it’s your turn. How are you going to stand out in the marketplace? Why are you the only relevant product or service? It’s time to create an Onliness Statement for your business idea.
HEY. IS THAT YOU? LOOKING GOOD.
A (Very) Brief Introduction to the Onliness Statement
v1.0 - April 5, 2022