10 Lessons from 10 Years as a Founder: #2 Find What Makes You Different

I have found starting a business to be just like embarking on an adventure. It's exciting, challenging, and full of unknowns. But one thing that gave me confidence we were going in the right direction is defining what makes Hable different. Knowing that set us on the path to success, and became the reason that our customers wanted to work with us. In a world where new businesses are starting all the time, and all of them are trying to stand out, knowing what makes you different can be the game-changer. 

Finding Your Unique Edge 

Finding what makes you different isn't always straightforward. It requires a lot of self-reflection, market research, and sometimes a bit of trial and error. I spent a lot of the early days saying “fake it til’ you make it” because I didn’t know how a small business really worked. But I always knew what I wanted Hable to feel like. What our edge was. 

When I was working at Microsoft, speaking to hundreds of customers and partners every year, I saw a real gap. It was the early days of cloud services and Microsoft began to talk about “Monthly Active Usage”. I was leading a team in the Education sector – who were early adopters of cloud services. Our partners were focussed on licenses and technical migrations – but none of them seemed to care about driving active usage. Ie) they were not focussed on people – and what those people did, once they got access to Office365.  

So why was Hable going to be different? We were going to put people at the heart of technology programmes. I knew that if I could address that gap, it was going to make my future business different.

This realisation was a turning point. It wasn't just about offering IT services; it was about offering services with a human touch. In plain English. With a genuine interest in what makes people tick. That made all the difference back then, when I was starting Hable - and it still makes all the difference now. It’s why our customers buy from us. There are other partners out there for the tech bit, but for the human approach, it’s Hable. 

So how can you apply this story about why I left Microsoft, to your own (current or future) business? It’s about taking inspiration from what you know.  

I spotted a gap by taking inspiration from what was going on around me, but you also need to look at your own strengths and what you excel at. You could reflect on your passions too, as this will drive your motivation and expertise. Research the market, listen to potential customers to understand their pain points, and carve out a niche that sets you apart from competitors.  

Why Being Different Matters 

When you're starting a business, it's easy to get lost in the crowd. There are so many businesses being built all the time, with countless companies offering similar products or services to those that you are thinking about. It’s your unique selling point that can drive success.  

Having a unique difference gives people a reason to keep coming back, and to choose you over a different company. Sit down and ask yourself that question – why would someone choose my business over my biggest competitor? And no - “because my business has me” is not an answer! At least, no the only answer. When you offer something unique, you have the chance to make a real impact on your customers' lives. Whether it's a new approach to customer service or an innovative product, your uniqueness can be the reason customers choose to trust you with their money. 

Don’t forget too, that while finding your unique selling point is crucial, it's equally important to be authentic. Customers can tell when a business is genuine and when it's just trying to be different for the sake of it. Authenticity builds trust and loyalty, which are essential for long-term success. The trust that we have built with our customers over the years is certainly key to us still standing strong today, 10 years later. 

Remember, I said in the last blog that the only way to start a business is by starting it. Do some work to define your uniqueness. Ultimately, it is what will set you apart and lead you to success.