To build real Distinction and Uniqueness in your market/industry you intend to look beyond your product or services. They are conveniently commoditized today. What isn’t conveniently commoditized is your Consumer Experience. When you create an “over the leading” client experience you show real “heart” of your firm to your customers. Clients intend to see this … it’s your DNA and describes who you really are to them so they start to feel unique and also essential … a lot like what an Expert Precursor does when trying to find possible professional athletes.