What’s Your Special Sauce?
When people ask me what sets one organisation apart from another, I often respond with a question of my own: What’s your special sauce?
You know, that unique combination of ingredients that makes your organisation great—the flavour no one else can quite replicate. But here’s the thing: Can you bottle it? Could you clearly define and communicate what makes your organisation exceptional—both to your employees and the outside world?
If you’re pausing for a moment to think about that, you’re not alone.
Clear on Your Point of Difference
In a world where innovations in technology or pricing strategies are quickly copied, your true point of difference isn’t likely to lie there—at least, not for long. Your organisation’s real magic is far more likely to be about your people.
What do they stand for as a collective? What unique strengths and values do they bring as individuals? How do they connect with clients, build trust, and deliver value?
These questions get to the heart of your brand and culture. But here’s the challenge: how well are you communicating that difference? Because even the most genuine and powerful point of difference needs to be visible to have an impact.
“…even the most genuine and powerful point of difference needs to be visible to have an impact.”
For example, is it easy for your existing clients and referral sources to quickly express your value to their contacts? Are you showcasing your strengths in ways that resonate with new audiences online? Clarity is key – both internally and externally. If you can’t articulate your uniqueness, how will anyone else know it exists?
People as the Living Brand
I’ve seen time and again that brand growth stems from two fundamental principles: trust and visibility. For trust to exist, your brand needs to be aligned, cohesive, and consistently demonstrated through your people.
Think about it: In today’s increasingly virtual and connected world, every word your team members speak, every email they send, and every post they share online is amplified. Gaps in alignment stand out. That’s why clarity on your defining brand values is so important – not just at the leadership level, but throughout your entire organisation.
When your people are included in the process of developing those values, they naturally begin to embody them. This alignment doesn’t just elevate your brand; it builds confidence in your team. Employees who feel connected to a clear and meaningful brand and culture are empowered to communicate with stakeholders in a way that inspires trust.
From collaborating internally, to delivering client service, to building thought leadership online… every touchpoint becomes an opportunity for your team to reflect the essence of your organisation’s ‘special sauce’ – when they are clear and confident on what it is and why it matters.
A Recipe for Growth
So, here’s my challenge to you as a leader:
- What’s your organisation’s special sauce?
- Who in your organisation would describe it the same way you do?
If the answer to the second question isn’t everyone, then it’s time to dig deeper. It starts with clarity—getting everyone on the same page about what makes your organisation unique and valuable.
When your team truly understands and embraces your brand and culture, they become a cohesive force, united by a shared understanding of why their work matters. And that, more than anything, is what will drive sustainable growth and set you apart.
Your special sauce isn’t just about being different; it’s about being clear about why that difference matters. So, what’s in your bottle?
