Brad Sugars offers insight to the 2nd step of the 6 Steps, Niche – making sure your business does not have any competition and how differentiation is the key to having a great business built on profitability, not revenue. Creating a niche involves coming up with a unique selling proposition, defining in a few words what is unique about your company. It is important to find your uniqueness for your marketplace… it might be how you develop your product or how you do service in a defined, measured way. Another way to create an uniqueness is to write a guarantee – a guarantee that your service or product is will perform the way you say it will.