A Decision-Making Tool for Determining
What Makes You Unique

Whether you're launching a product, writing a resume, branding your business, or pitching a new idea, use this quick guide to determine if you have the magic formula to truly stand out. Built on lessons learned from identical twins who turned their sameness into success, this tool helps you evaluate whether your message, concept, or identity is distinctive enough to leave a lasting impression.

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1. Do people instantly understand what makes this unique?

   • Yes → Go to question 2.

   • No → Pause. Re-express your value. If it takes more than one sentence to explain why it's different, it's probably not clear enough.

2. If your competitor launched this tomorrow, would it look or sound the same?

   • No → Go to question 3.

   • Yes → You’re blending in. Consider the details that differentiate. What twist—however small—can only you bring? (Think of your voice, your tone, your angle.)

3. Could someone confuse this with something that already exists?

   • No → Go to question 4.

   • Yes → You need a signature detail. What’s your rocking-chair curve—the small design or message shift (like a curved line on a chair icon) that transforms the ordinary into unmistakable?

4. Are you telling the story behind this product, person, or idea?

   • Yes → Go to question 5.

   • No → Don’t underestimate storytelling. It’s the difference between being remembered and forgotten. Add personal or brand narrative that no one else can claim.

5. Have you clearly communicated that difference to your audience?

   • Yes → Go to question 6.

   • No → Spotlight it. Your audience won't "spot the difference" unless you point it out.

6. Would you choose this over a more established version if you were the customer?

   • Yes → Move forward. You’re ready to stand out.

   • No → Ask yourself: What would make me choose this? What problem does this solve better, faster, or more meaningfully?

If you get stuck anywhere in this process, remember:

• Your story might be your biggest differentiator.

• The smallest details can make the biggest impact.

• Being first isn't the same as being better.

• If you look just like the competition, you risk blending into the background.

So the next time you or your team are launching something new, ask yourselves: “Have we run this through The Twin Test℠?”

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Make it unique. Make it clear. Make it yours.