The X factor is hard to put your finger on, it can be called star quality, that special something or magnetism. It is that unexplainable thing that makes you stand out from the crowd, that gives you competitive advantage. It is something that resonates with your target market, something that gives them the reason to buy from you over your competitors.

So how does this all relate to your business?
Consider what makes your business different. What makes it stand out from the crowd? Are you eco-friendly, design led, use unusual materials or techniques? If someone asks you why should I buy from you instead of someone else? What would you say?

Whatever it is that makes your business different is your USP, your X factor. And if you can’t think of something, you haven’t got it… so back to the drawing board.