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Your SMB Story: A Unique Differentiator

How Your Journey Sets Your Business Apart


Hey there, let's dive into the heart of the matter: What's your story? When it comes to small and medium-sized businesses (SMBs), differentiation isn't about mimicking corporate strategies or boasting about market share and revenue. No, it's about something much deeper and more authentic—it's about you.

Sure, playing the same game as the big corporations, using their language and tactics to compete, might seem logical. But let's face it: in that arena, they've got the upper hand with their hefty budgets, expansive reach, and polished branding. If you try to beat them at their own game, you'll likely feel like David facing Goliath—with predictable results.

But here's the secret weapon that SMBs possess: your uniqueness. Your story, your journey—it's the one thing that no corporation can replicate. While they may have all the bells and whistles, they lack the personal touch and the human connection that comes from sharing your authentic self with your audience.

Take a moment to think about why you're in this business. What drove you to start this journey, and what keeps you going? Maybe it was a frustration with the status quo, a desire to make a difference or a passion for helping others. Whatever it is, that's your why—the driving force behind everything you do.

As Simon Sinek famously said, "People don't buy what you do; they buy why you do it." And he's onto something there. Here's a link to his TEDx Talk from 2009. Your customers aren't just looking for products or services—they're looking for a connection, a reason to believe in what you're offering.

Consider Steve Jobs and the first iPod introduced in 2001. Instead of getting bogged down in technical specs and features, Jobs focused on the experience: "1,000 songs in your pocket." It was personal, relatable, and struck a chord with consumers. That's the power of storytelling. For you history buffs, here's the commercial.


Now, I won't sugarcoat it—finding your why isn't always easy. It will take time, effort, and some soul-searching to uncover the core of your business. But when you do, it's like striking gold. Suddenly, everything falls into place, and you have a clear direction for your marketing, messaging, and mission.

So, what's your story? What sets you apart from the competition? Maybe you're a real estate agent who goes above and beyond to make your clients feel heard and valued. Or perhaps you're an insurance broker passionate about protecting families and businesses. Whatever it is, embrace it. Own it. Because that's what makes you—and your business—genuinely unique.

And remember, you don't have to go it alone. Sometimes, an outside perspective can provide the clarity and insight you need to uncover your why. Whether it's a mentor, a coach, or a trusted friend, don't hesitate to seek support on your journey.

So, let me ask you again: hey, what's your story? It's time to share it with the world.


Thanks for reading. If you like what you read, please share and spread the word. If you want to implement the strategies mentioned in this or any other blog post, reach out, and let's talk.


Bernard Kuhn

Sales Strategist | Solopreneur and SMB Catalyst | Fractional Sales Leadership

Honest and informed sales advice that speaks to your gut, aligns with your principles, and reflects what I stand for.


Tired of the same old sales talk? Me too. That's why I'm here to spill the beans on what it's like to navigate the world of selling. Join me on a journey of self-discovery and lifelong learning as I confess my sales sins and share insights beyond the typical sales playbook.

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