The 9 Step Unique Unfair Advantage Process


The 9 Step Unique Unfair Advantage Process is a force field that protects you from the competition. 

It sets you apart.

Companies have one. Products do too. It’s baked into their DNA so not necessarily visible to anyone else. Google has its algorithm. You can’t see it but it is certainly the force field that has kept them protected from their competition.

It’s the superpower behind their success.
It’s their unique unfair advantage

To attempt to copy it would be impossible

You can’t beat Google at their own game.
That does not stop people from trying.

Duck Duck Go is already out there in the wild

Ahrefs will follow soon

For both, it’s a bold move. 

Success may prove elusive without 'big government' stepping in to level the playing field.  

The fact is that every person on this planet is unique.
We may all look the same inside and out but we are all different.

We have different characters, personalities, education, and experiences for a start.

How can you create a competitive edge that no one else can match?

Once you have identified your unique unfair advantage, you will have found a way to create your very own forcefield. You will have found a way to build a moat around your castle (market) that no one can cross. 

Tesla broke the mold with its electric cars.

Elon Musk disrupted the car industry so completely that every other manufacturer is now rushing to catch up.  

So what is Tesla’s UFA?

The answer is the ginormous lithium battery production facility being built in the Nevada desert. 

That is a conscious effort to build a moat

Without one, you are more likely to fail than succeed.

It will be open season on any business idea you have.
You will find it hard to scale up fast enough to deter the competition.

I see it all the time.

The one big mistake that almost everyone makes when seeking to create an online business is to look for an opportunity without first asking some searching questions.

They look for a product they can sell without once considering that we live in a crowded world with ever-increasing competition. Yet they look for something that will be quick and easy to implement just like everyone else.

They seek to start from ground zero. 

To learn some new tactic or work some new biz opp.

They do all this without thinking about what they bring to the table... And 9 times out of 10 they fail.

It’s not a rational way of starting a business

I’ll show you how to unlock your unfair advantage in nine simple steps, so you can stop worrying about your competition, and instead focus on how to best serve your audience. 

Your unfair advantage is what sets you apart from the other seven billion people on the planet, and this is how to unleash it:

So where to start?

Get a pen and a piece of paper and make a list of everything you love to do. Highlight the things on that list you think you are especially good at. Make another list of the things you hate to do and you’re no good at.

You may well find that you’re good at some things you hate to do and vice versa. You should now have a shortlist of things you love to do and are good at.

If you’re not sure, ask your friends or subscribers for their opinions. 

It’s best to do this by email rather than face-to-face. It will give them time to think and you won’t put them on the spot quite so immediately.

  • What skills do they see as coming naturally to you?
  • How do they express your unique gifts?
  • What do they rely on you for?

And don’t forget to look at the comments on your posts or the testimonials, you have received.

Once you have compiled all the responses, you’ll spot the trends, get the confirmation that you need, and stand ready for the next phase.

Now you have to bring your innate assets to the table…

#1: Personality 

You are uniquely gifted with a blend of characteristics that determine your reactions to external situations. Your personality determines how you appear to others. 

It determines your appearance and behavior as a person. Your personality will change with time. You may start off being shy and introverted but with training and practice, you could become a great public speaker or Youtube video star.

To find out more about yourself, it’s a good idea to
take a personality test

It is important to be aware of your strengths and your weaknesses. Play to your strengths. They are what give you your unfair advantages and hire team members who are good at what you hate to do. This will give you a powerful edge.

make a list of the 3 most important parts of your personality that you have going for you

#2: Character

Each day you develop your character. Every good, bad and indifferent situation affects your character, and over the years it’s led you to the person you are today.

Your character depends on who you surround yourself with and your environment (now and in the past), and the great thing about your character is that it attracts certain people and repels others.

Personally, I’m a black and white kind of guy who is clear about what he wants to achieve and is direct about what he thinks. Sometimes too direct so I polarize opinions. Have great friends and also my haters. I realize that I cannot be all things to all men but would rather be friends with someone than enemies.

Your character does the same. It attracts some and repels others, and all this allows you to use your unfair advantage to become the “go-to” person for those you serve.

what are the 3 pieces of your character that you see as the aces that will help you build the business of your dreams? Add them to your list...

#3: Knowledge

You have learned a great deal over the years. Either through your formal education. Your mentors in life or through reading, films, and television. You live in a knowledge economy where all information is free. Just Google for the information you seek.

Your body of knowledge may be similar to other people’s but how you use that knowledge to make decisions makes you different.  Blended with your personality and your character, it produces unique results.

To identify your unique unfair advantage, you need to identify the things you know that other people don’t.
Write down three things you know that most people don’t.

You are only consciously aware of a small body of your knowledge. You take it for granted but it allows you to set yourself apart and put yourself in a position where you can serve your clients better than anyone else.

#4: Experience

There’s one thing that no one can download from a Google search and that is experience. You are a lot smarter now than when you were 22. You have made expensive mistakes in life. These now form the backbone of your most valuable asset and the foundation of your unique unfair advantage.

Your experience is your wisdom. It is unique and adds another layer to who you really are... Allows you to tell powerful stories that influence people.  It allows you to give tangible examples of what has worked for you in the past and what hasn’t.

The right people will pay good money for your guidance.

So right now,
write down three meaningful experiences that have had a big impact on your life. These experiences open you up to the world and allow your unfair advantage to shine through.

Take the story of the Olympic qualification event I was running in Spain. 

It was a windy week on the Bay of Cadiz. 47 countries had sent athletes to race in the world championship regatta. On the day I arrived? I discovered that the organizers had failed to secure 270 SIM cards for our tracking technology.

I had 12 hours to change that.

With a help of a guy who would become a good friend, I succeeded.

You see we had built a platform that delivered LIVE news to fans, families and sponsors around the world. Without the SIM cards, it was dead in the water.

Long story short.

In  5 days, 97,654 unique people visited our platform from all over the world. It was a unique achievement and set me on the road to becoming a digital marketer. This story is only one of the stories I can tell about my life that no one else can.

They give me an unfair advantage.

I am sure that you have a tough story or two to share so sit down now and
write the 3 most memorable… Your audience will feel they are talking to one of their own when they read them.

#5: Principles

When you draw a line in the sand. Say No. Refuse to do something because it is against your principles you are setting yourself apart. You are being true to yourself. Being unwilling to compromise on something that you hold dear.

These principles are part of your unfair advantage.

People are in search of authenticity. For people and things that are real. Things that are based on solid foundations. That cannot be compromised.

You run your life based on a set of these core beliefs.
You run your business in a similar fashion.

Expressing the 3 or 4 most important ones in your messaging, your stories will ask the people listening to make a decision.

Do they believe in the same things or not?

If the answer is No, they leave and you’re pleased they did because those people are not the sort of people you want to do business with.

The ones who say Yes, I agree, have past the first important test. You welcome them into your sphere of influence so you can strike up a conversation with them and bring them closer to you.

So again,
write down the 3 or 4 key principles that you hold dear. That you will not compromise on for anything or anyone and add them to your unique unfair advantage.

#6: Special skills

You have skills that few other people have. You have the ability to apply them in a way that few others can. Others may have run similar businesses to yours and provide similar solutions, but no one has the same skills you do.

Your unfair advantage is unique.

The stories you tell. The way you tell them. Your understanding of your avatar, your superhero, or ideal client... However you wish to describe them, makes you relevant to them because it is obvious you have walked a mile in their shoes and know what they are facing.

So what other special skills do you have in your arsenal? 
Write down the three most important ones now...

#7: Talents

Skills are learned. Talents are innate. You are born with them. I was lucky to be born with the ability to communicate with people on an emotional level. Never mind whether it was the postman or the prince, I could connect.

Everyone is born with talent. Some chose to make the most of these others don’t.

You have talents that come naturally to you.
You find them easy.  Others find them hard.

So once again,
write down three talents that come naturally to you. Talents you know your friends find hard. These are the things that separate you from the rest. These are added to your arsenal. Your unique unfair advantage sets you apart.

#8: Network & Connections

However big or small your list of connections is, it is unique to you. These people play a fundamental role in your life. They are another part of your unique unfair advantage.

Those you trust... And who trust you... Count

They can open doors for you. They can give you access to people and things that are not available to others, at least, in the same combination.

Influential connections give you a special advantage, so
make a list of your best connections and the influence that they could bring to bear for you.

You need to use this list sparingly but remember you can make connections for your friends that they don’t have. Helping someone in this way without any expectation of a return is probably one of the most generous things you can do.

#9: Plus the way you align them with the challenge at hand

All that remains to be done is to align all the individual parts of the 8 things on your unfair advantage list with the challenge you have at hand. Pretty soon you will realize that leveraging the whole compounds the sum of the parts.

Truly nailing your unique unfair advantage in this way and aligning it with your goal is the first step to transforming your results. It is the first step on the path up the mountain.

Yet most people look outside themselves first. For an opportunity. For an opening that they can exploit.

The great Chinese General  and military strategist,
Sun Tzu said

If you know the enemy and know yourself, you need not fear the result of a hundred battles. But, if you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle

So even then, back in the 6th century BC, the idea that you should know yourself and your unique unfair advantage were well known.

Now finish off your list by aligning all the pieces in a way that will put you in the strongest position to meet the challenge at hand.


Together, these 9 steps form the foundation of your unique unfair advantage. 

If you’ve not gone through each step and made notes where I asked you to, please do so now…

Your unique unfair advantage is the DNA of who you are as an entrepreneur.

You can do the same exercise for your business 

And each product that you create.

Each time you do this, you will put yourself, your business or your products in a  new category and disrupt the market in the process.

Now you go and unleash them on the world...


You don't need another secret tactic or hack that promises much but delivers little -- You need a clear people-focused digital marketing strategy which gives you the mindset and vision you need to succeed. Let's get started.


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