Why You Don't Need to Be "The Only"—But You Do Need to Stand Out in your Industry
Being "The Only" is not your only strategy
We’re often told that succeeding in business requires standing out by being different—carving a space for yourself that only you could feasibly claim. Almost as if you need to be “The Only.”
Pre-internet, being "The Only" might have meant being the sole provider in your area for a specific service: the accountant, hairdresser, or tiler in town—or further back, the local butcher, baker, or candlestick maker.
But modern business owners with an online presence face a different reality. They have access to a worldwide audience but also contend with global competition. Being "The Only" today asks far more of you:
Acquiring a unique skillset different from anyone else.
Creating a 'market of one' by being so niche that no one else could compete.
Becoming indispensable to a select customer base, making you "The Only" for them.
This often requires endless hoop-jumping: analysis, testing, and iterating, trying to cobble together a combination of language and positioning that no one else has used before. Certain business owners—what I call "Authority Titans"—eventually reach this status, but it’s usually by becoming the very best in their field. Think of James Clear (habits), Esther Perel (relationships), or Andrew Huberman (neuroscience). They’ve each invested decades to claim their place as "The Only."
For many newer business owners still discovering their strengths, ideal customer base, or preferred business model, aiming to be "The Only" can feel overwhelming and, frankly, unattainable. You need significant experience and data to make such niche choices—and pigeonholing yourself too soon can limit your future evolution.
Why You Don't Need to Be "The Only"—But You Do Need to Stand Out
If trying to be "The Only" feels like an impossible standard, you’re not alone. And here’s the good news: you can still be wildly successful without occupying that elusive, singular position in your industry.
You do, however, need to stand out. You need to be clear, compelling, and consistent. And for that, I recommend focusing on two foundational elements: Vibes and Beliefs.
Vibes and Beliefs: A Modern Business Strategy
Let’s start with Vibes. This encompasses your personality, brand, aesthetic, and the types of clients you typically attract—each reinforcing the others. It’s the spark of connection that draws someone to your work before they’ve even read a word of your sales copy. Vibes make your audience pause mid-scroll and say, This feels like someone I’d love to work with.
For example, I recently selected a photographer for new headshots because her vibe spoke to me. Similarly, I chose an SEO expert I know in real life—not because I spent hours researching competitors, but because her vibe already felt right.
Once you’ve caught someone’s attention with your Vibes, your Beliefs are what keep them engaged and build long-term loyalty. Your beliefs reflect your unique authority: the perspectives you’ve formed based on your personal and professional journey. They communicate who you are, what you stand for, and the impact you want your work to have.
Beliefs are what help people say, I choose you—not just because of what you do, but because of why and how you do it.
Practical Steps to Build Your Vibes and Beliefs
Here’s how to start uncovering and developing your Vibes and Beliefs:
Vibes:
Identify the consistent elements of your brand: personality, aesthetic, tone, and the energy you bring to your work.
Align your visual and written content with the type of clients you want to attract.
Be authentic—your vibe will resonate most with the right people when it’s true to you.
Beliefs:
Reflect on your professional history. What unique insights or philosophies have you developed through your experience?
Explore your personal journey to find compelling stories that clarify what drives you.
Be bold about what you stand for—your beliefs should make you memorable and relatable.
Are You Doing the Work to Build Authority?
Here’s a quick checklist to see if you’re effectively using Vibes and Beliefs to stand out:
✔️ Your brand message is clear and memorable.
✔️ You know your “why” and can articulate it confidently.
✔️ You’ve mastered writing to your ideal client, making them feel deeply seen and understood.
✔️ You’re active in communities where your ideal audience spends time.
✔️ You can easily explain what makes your approach unique and valuable.
✔️ You’ve developed a signature offering aligned with your strengths and your clients’ desires.
✔️ Your online presence reflects your personality, expertise, and unique positioning.
If you’re missing any of these elements, don’t worry. These foundational pieces can be developed over time. The important thing is to focus on standing out—not by being "The Only," but by being authentically you.
By prioritising Vibes and Beliefs, you can create demand for your services, attract clients who genuinely connect with your work, and position yourself as an authority in your field—even in a crowded market.
Ready to dive deeper? Start reflecting on your own Vibes and Beliefs today. You’ll be surprised at how much clarity and confidence this approach can bring to your business, or reach out to explore personalised coaching to get more from this process with my support.
