What is my company best at?
You must be absolutely clear about the answers to these questions, because this is your compentitive advantage. Ideally, it will be something other than “the low price leader” in your market. Be assured that prospective customers will ask themselves, directly or indirectly, the same questions. Why should they buy from you instead of the other guy?
Carlson points out that “Your competitive advantage is not a list of your strengths. Not to downplay strengths, as these are important, too. But if your competitive advantage(s) list is only comprised of strengths, it is not a "competitive" advantage. A competitive advantage is something you do that is unique.” [Emphasis is mine.]
Olson urges you to take the “30-Second Challenge”. Be clear and confident enough of your answer that you can say it in 30 seconds or less. — Can you?