If you’re like most people, you’ll likely have one or two unique skills that serve you well.
Discovering your unique point of difference often lies at the intersection of these distinct skill sets. By being competent—though not necessarily extraordinary—in two separate areas, you can create a unique value proposition that positions you in the top echelon of your industry.
This concept is best illustrated by the success story of cartoonist Scott Adams, the creator of Dilbert.
Adams famously stated, "I am a better than average drawer but not an artist. I am funnier than most people but not a comedian." He demonstrates a unique ability in the field of cartoons by leveraging two above-average skills to create a unique niche.
Adams combined his drawing skills with his sense of humour to produce a widely popular comic strip that amused office workers worldwide. His success didn’t stem from being the best artist or the funniest comedian. It came from being proficient in both areas and finding a unique way to merge them together.
When you combine two skills in which you are proficient, you create a unique skill set that can set you apart in the marketplace. Thanks to the multiplier effect, being in the top 75 per cent in two different skills can put you in the top 95 per cent of all competitors.
This phenomenon occurs because the intersection of these skills is less crowded, reducing competition and allowing for an edge. Although these individual skills may be common, their combination may be unique.
Adams is a great example; however, other notable figures have successfully leveraged the intersection of skills to create unique niches. Elon Musk's proficiency in both engineering and business has enabled him to revolutionise multiple industries.
His engineering knowledge allows him to understand and drive the technical aspects of his companies, while his business acumen helps him to navigate market challenges and opportunities. This combination and his relentless drive have been instrumental in the success of companies like Tesla and SpaceX.
Steve Jobs was not the best engineer nor the most innovative designer; however, his ability to merge technology with design aesthetics was unparalleled.
His understanding of both fields allowed him to create products that were not only technologically advanced but also user-friendly and visually appealing.
This intersection of skills helped Apple create iconic products that have defined modern technology.
Finding your unique intersection begins with a self-assessment of your skills and interests.
Reflect on areas where you are better than average, even if you are not the best. Consider how these skills can complement each other and how their combination can solve problems or create value in a way others haven’t explored.
Once established, you can focus on how best to turn this unique combination into success for your business.
List your skills: Write down all the skills you possess, categorising them by proficiency and interest. Identify those where you are in the top 75 per cent.
Perhaps you are a good listener or have an innate ability to motivate. Maybe you can focus for extended periods of time. Maybe you’re a natural-born salesperson with a strong ability to develop rapport. Chances are you’ll be surprised at the number of skills you have.
Explore combinations: Think creatively about how these skills can be combined. Consider niches where this combination is rare or particularly valuable.
A client once remarked to me how rare it is to find a strong salesperson who is also good with detail. Often, the more polar the skills are, the more unique an opportunity can be created.
Test and iterate: Volunteer for projects, take on side gigs, or test on customers to see how these skills can work together effectively.
One client with a background in the theatre was able to market effectively by visiting clients leading up to the festive season with an exclusive offer delivered as a performance. Their sales ability and theatrical delivery were unique.
Seek feedback: Engage with mentors, peers, and industry experts to get feedback on your unique combination of skills. Their insights can help refine your approach and highlight areas for improvement.
Once you’ve identified your unique skill intersection, leverage it to differentiate your business. Use it to inform your branding, marketing strategies, and customer engagement. Highlight this unique combination in your value proposition, showcasing how it sets you apart from competitors.
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