There is a coffee shop near me that sells Nutella lattes.

They are OH, so delicious.

I go out of my way to spend something like $6 whenever I feel like a treat.

Nobody else sells anything close to these anywhere else nearby. Not even Starbucks.

There are a thousand ways to differentiate. Sometimes, having something small that your competitors don’t have is enough to tip the scales in your direction.

I call it The Million Dollar Closet.

But your members need to care about that one thing in order for it to be a meaningful differentiator. That’s why knowing your members and what matters to them is so important.

People will pay more and go further for unique value in the market.

What’s yours?