I spoke with a group of entrepreneurs in Chicago last week and explained the importance of finding their EST. Are you the fastEST in your industry? Are you the niceEST? The coolEST, sweetEST, hottEST, etc. In other words, what makes you the most unique in your industry.

During the presentation, one of the attendees said they couldn’t find the word. They couldn’t figure out their one special uniqueness. They couldn’t find that one thing.

In that moment, I realized that I had guided them (and perhaps you) into a trap. Your uniqueness can almost never be defined by a single word. Your uniqueness can almost never even be defined by a sentence. Your true uniqueness is actually the combination of the small things that make you unique.

And it seems that three is the magic number of “small” uniqueness you must identify and then combine to find your true uniqueness. . . your EST.

Are you uniquely kind, bi-lingual and funny? Then your EST is the kindest, bi-lingual, self-deprecating provider of whatever it is that you do.

If you were just the kindest, or just the funniest, or just bi-lingual, many competitors in your industry will be able to do the same. But when you identify the three uniquenesses about yourself, you have found the thing that make you truly stand out. You have found your EST, and no one can copy it.