First off, we must understand what a “competitive advantage’ is.  Here is a simple example.  Every morning I stop at a local coffee drive-thru, let’s call this location “X”.  The person always greets me with a smile, which is not always easy as I may not be that pleasant before having my morning coffee.  The coffee is good, the prices are affordable, the location has easy access in and out of traffic, and I’ve been stopping there so often that I can truly say it has become a habit and part of my morning ritual.

Now YOU open a coffee drive-thru across the street from location “X” and call it location “Y”.  As a business owner you will have to find a way to get me, a long time customer of location “X” who has an established shopping habit at location “X” to spend my money at your location “Y”.

Whatever the reason is that convinces me to begin patronizing you at your location “Y”, that is your competitive advantage!  Every buisness must have a competitive advantage or they will not survive.  Now that you have identified your competitive advantage you must find creative ways to communicate that advantage to your current and future customers at the point where they get their information. 

Let me know what you think,

Take Care