1. YOU Whether you sell pizza or insurance, build outdoor patios or sell water purification equipment, there is something about your business that makes it unique, even from your direct competitors. The answer is: Seriously. I'm not trying to be cliché. The number one differentiator is you. It is you being authentic and transparent with your customers, employees and prospects. Don't play games, be heartfelt, share your visions and be honest. Authentic is the key word for me.