This document discusses how to create uniqueness, especially for small businesses and brands. It recommends playing "Emperor" to establish uniqueness, which means focusing on one defining aspect rather than listing out features. Some examples are given of brands that successfully played Emperor, such as Domino's focusing on 30 minute delivery and Volvo focusing on safety. The document argues that this approach is effective because it allows a brand to own a single defining aspect. It also provides examples of how a yoga business could apply this approach by focusing its uniqueness on aspects like small group sizes, organic carrot juice, or following moon phases rather than simply listing out features.

1. Pick ONE
How To Create Your Uniqueness

2. How much would you pay for a 1GB flash drive?

3. How much would you pay for a 1GB flash drive?
$79
$15
$5

4. $79
$19

5. What’s Your Question?

7. The Goal of Uniqueness

8. The Brands We Know So Well

9. Subway: 6 Grams of Fat

10. Domino’s: 30 Minutes—Or It’s Free!

11. Timberland: 100% Waterproof

12. FedEx: Overnight Delivery
When It Absolutely, Positively Has To Be There Overnight!

13. Volvo: Safety

14. But These Are OVERUSED Examples

15. Small Budgets. Atom-Sized Companies

16. How Do We Get To ‘Why’?

17. WHY for a yoga class

18. WHY for a book you’ve written

19. WHY for a brand new service

20. Getting To Uniqueness

21. Housekeeping
1. Duration of Presentation
2. Get Light Refreshments
3. Have a Paper/Pen Handy

22. Agenda
1. The Search for Uniqueness
2. Simple System
3. Common Mistakes

23. The Search

24. The Search
1. Features | Feedback | Playing Emperor
2. Why Playing Emperor Is Very Effective
3. How Successful Brands Play Emperor

25. Features | Feedback | Playing Emperor

26. Yoga Class
Features
Feedback
Play Emperor

27. Yoga Class Features
1) Clean Yoga Mats
2) Expert Teacher
3) Clean Bathrooms
4) Convenient Location
5) Simple Instruction

28. Yoga Class Feedback
1) Good Parking
2) No Supermodels
3) Reasonable Pricing
4) Friendly Teacher
5) Simple Instruction

29. Yoga Class Play Emperor
1) Small Group
2) Organic Carrot Juice
3) Following Moon Phases
4) Injury-Free
5) Yoga Homework

30. Yoga Class
Features Feedback Play Emperor
Clean Yoga Mats Good Parking Small Group
Expert Teacher No Supermodels Organic Carrot Juice
Clean Bathrooms Reasonable Pricing Following Moon Phases
Convenient Location Friendly Teacher Injury-Free
Simple Instruction Simple Instruction Yoga Homework

31. Yoga Class
Features Feedback Play Emperor
Clean Yoga Mats Good Parking Small Group
Expert Teacher No Supermodels Organic Carrot Juice
Clean Bathrooms Reasonable Pricing Following Moon Phases
Convenient Location Friendly Teacher Injury-Free
Simple Instruction Simple Instruction Yoga Homework

32. Playing Emperor

33. Why It’s Effective!

34. Brands Playing Emperor

35. Domino’s: 30 Minutes—Or It’s Free!
NZ Cheese Thick Crust
Sexy Delivery
30 Minute Delivery
Chocolate Sauce

36. Timberland: 100% Waterproof
Hand-Stitched
Colour Choice
20% Harder Soles
Warmest Shoes
100% Waterproof

37. FedEx: Overnight Delivery
When It Absolutely, Positively Has To Be There Overnight!
Overnight
Sheep
Oversized Packages
Cheapest
Precious Items

38. Volvo: Safety
Safest Family Sized
Mileage
Cheapest
Fastest

39. Yoga: Injury-Free
Injury-Free
Homework
Following Moon Phases
Organic Carrot Juice
Small Group

40. Copywriting Service
Specialise in Wine Co’s.
10-Day Turnaround SEO Copy
High-Emotion Copy
35 Years Experience

41. Subway: Uniqueness Thrust On Them

42. Play Emperor | Pick ONE

43. Summary
1. Features | Feedback | Playing Emperor
2. Why Playing Emperor Is Very Effective
3. How Successful Brands Play Emperor

44. NEXT
Steps To Uniqueness

45. twitter | facebook @seandsouza