This document discusses 5 ideas that can make a business unique: 1) The experience of the business owner and employees that is blended into unique skills. 2) The attitude of the business owner and how it affects the business. 3) The core beliefs that guide the business culture, morals, and ethics. 4) The delivery on promises and results that customers receive. 5) Considering each customer as unique rather than painting all customers with the same brush. A business that explores these five areas can see how it stands out from others and goes from black and white to color.