Do you have a mystique?

Every business needs a defining quality, call it a mystique or whatever you like. It's not your purpose statement or your elevator pitch, although it's probably included in those. It's that attribute your competition just can't duplicate - the thing you go to the trouble to do better than anyone else.

I attended a briefing this week at the Ritz-Carlton in Chicago and was impressed with one of their employees in particular. He's the head parking valet and his name is Kofi Boasiako. Kofi did his job so well, I honestly don't think anyone else could replace him. He took his work seriously, put things on a personal level and went the extra mile when there was a complication. I'm not easily impressed and I'm more than glad to mention it when I am.

As it turns out, Kofi works at the Ritz-Carlton for a reason. He's part of the mystique. That same afternoon, someone asked me if I had seen this article (I had not mentioned anything about the R-C in the conversation). If you can imitate this kind of attitude, you will stand out from the competition.

Whether it's your business or your own personal brand, what will ensure your success in tough times? Mystique (and your commitment to it).