What Are You the “THE” of?

From Reinvent Yourself: The Simple Steps to Dominate Your Market…

Modern day celebrities know that to corner a movement or market, you have to be more than just another A; you have to be the THE.

So:
• Aretha Franklin isn’t a queen of soul, she is THE Queen of Soul.
• Although the sun definitely shines on all 50 states, only Florida is THE Sunshine State.
• Coca Cola isn’t a real thing it’s THE Real Thing.
• Mohammed Ali wasn’t just a great boxer, he was THE Greatest (putting him above Peter, Catherine, Ramses and Alexander).
• Fox News commentator Bill O’Reilly doesn’t call himself a factor; he is THE Factor.
• The best university in your state or province is called THE University of ________.

What can you be the THE of in your industry?   How do people identify or differentiate you from everyone else who probably does the same thing you do?  How do you create unique value they can’t get from anyone else or in any other place?

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