What's Your Unique Selling Proposition?
Contributed by SBOC Member:
Pat Miller
Founder of the Small Business Owners Community
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The Missing Piece
When someone asks why you do what you do, does your answer explode out of you?
Or do you have to think about it?
If you have to think about it, you don’t have an ownable idea yet.
I learned this from the brilliant Katelyn Bourgoin.
An ownable idea is the belief, perspective, or insight that makes you fundamentally different from everyone else in your space. It’s not your resume. It’s not your credentials. It’s what you believe that others don’t—and why that belief drives everything you do.
What an Ownable Looks Like
Here’s an example:
“I believe that small business is lonely and hard. I believe we can all work smarter. I believe we shouldn’t work five days a week—it’s a relic, a bad habit, something we do out of obligation rather than reason. AI agents and smart behavioral choices can allow you to work only four days. That’s why I’m the Fridays Off Guy.”
That’s an ownable idea. It’s a perspective. It’s a stake in the ground. Someone might disagree with it—and that’s fine. The people who agree become your audience.
What an Ownable Idea Is NOT
An ownable idea is not:
- “I have 20 years of experience”
- “I used to be a teacher”
- “I’ve worked with major brands”
- “I’m passionate about what I do”
These are credentials. They’re helpful. They might get you in the door. But they’re not ownable—other people have the same credentials.
The ownable idea is: “I believe X, and that’s why I do Y.” And this very idea can be the unique selling proposition that sets your business apart from competition.
Finding Your Ownable Idea
To discover your ownable idea, reflect on these questions:
- What do you believe that others in your industry don’t?
- What pisses you off about how things are done?
- What do you teach that makes people say “I’ve never heard that before”?
- If you carried a flag around, what would it say?
- What insight do you have that makes your clients literally better at what they do?
The ownable idea often comes from frustration. It comes from seeing something broken and believing there’s a better way. It comes from an angle or approach that you’ve developed through experience that’s different from the conventional wisdom.
The Differentiator Effect
When you have a clear ownable idea, everything else falls into place.
Your marketing becomes clear—you’re talking about your idea constantly.
Your positioning becomes distinct—you’re not just another option.
Your audience self-selects—people who agree with your idea gravitate toward you.
The ownable idea is what makes someone choose YOU over everyone else who does similar work.
The Test
When someone asks why you do what you do, your answer should explode out of you.
If it does, you’ve found your ownable idea.
If you have to pause and think about it, you haven’t articulated it yet. That doesn’t mean it’s not there—it might just need to be uncovered and sharpened.
What do you really believe? What would you put on a flag?
Key Takeaways
- An ownable idea is the belief that makes you fundamentally different
- Credentials aren’t ownable—other people have the same ones
- The formula: “I believe X and that’s why I do Y”
- Your answer to “why do you do this?” should explode out of you
- The ownable idea becomes your differentiator in a crowded market
Listen to the full discussion on Businessing with Pat Miller.
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Contributed by
Pat Miller
Founder of the Small Business Owners Community
Pat spent two decades in broadcasting management and hosting. After leaving the radio industry, he spent time consulting small businesses and realized the support system for entrepreneurs was broken. Where could you find help for improving small businesses and building real connections with other like-minded people. In June of 2020, the Idea Collective Small Business Community was born.