Do you have an offering that could use an “only?” It’s lonely. Any time you can find an opportunity to attach “the only” to your product, service or business, you should. It’s powerful. It’s rare. In this me-too world of super clutter, there simply aren’t too many authentic only’s around anymore. “The only company that combines experienced consultants with an open architecture.” “The only mechanical valve without recessed pivots.” “The only firm that’s won the BIG AWARD three times.” “The only blog entry we’ve written about only.” You get the idea: If you have an only or two in your arsenal, use them. If not, think hard about how to create one. Only is lonely — and it’s waiting for your product, service and business.