Know What Makes Your Company Special Companies that focus on their unique abilities are best-positioned for growth. But most firms, like most people, aren't very aware of their extraordinary capabilities, not to mention their extraordinary deficiencies. To achieve growth you need to know what makes your company special. Seeing the world through your customers" and competitors" eyes is the best way to understand what sets you apart. Ask the following three questions to pinpoint the assets that can catalyze new growth: Why - really - do customers choose our offerings? Which of our capabilities are distinctly better than those of competitors? How difficult would it be for a garage-based startup to replicate what we have done? The answers will help you determine your most crucial asset, and how that should be the focus of your growth.