From: alexhormozi
A “unique mechanism” or proprietary process is crucial for differentiating a business’s solution from competitors and making it more compelling to prospects [01:49:00]. It serves as the “special sauce” that makes a prospect believe that with this specific solution, they are “six inches away from gold” and will finally achieve success [02:27:00].
What is a Unique Mechanism?
A unique mechanism is something that distinguishes your solution from others in the market [01:49:00]. It’s the “vehicle” that transports customers from their current state to their desired outcome [02:43:00]. It can be a list of steps or a sequential process that someone must follow to achieve a specific result [02:10:00].
Crafting Your Proprietary Process
Your unique mechanism can take two primary forms:
- Checklist/List of Items A series of actions that must all be completed, but not necessarily in a specific order, to achieve the desired outcome [02:11:00].
- Sequential Steps A step-by-step sequence where one action must be completed before moving to the next [02:26:00].
Once you have identified these steps or lists, you “wrap this whole thing” and give it a name [02:40:00]. This naming convention makes it your proprietary process and therefore your unique mechanism [02:48:00]. For example, a content strategy might be called “promise, proof, plan” [02:54:00], or this video’s framework for business idea identification could be termed the “five-step niche narrowing nunchuck” [02:02:00].
Examples of Unique Mechanisms
- P90X: Their unique mechanism was “muscle confusion,” which, regardless of its scientific validity, helped sell millions of dollars in fitness programs [02:15:00].
- Weight Watchers: Uses a “point system” as its unique mechanism for weight loss [02:30:00].
Benefits of a Unique Mechanism
- Differentiation: It sets your solution apart from others, especially in markets where multiple providers offer similar services [01:49:00].
- Perceived Value: It creates a sense of “special sauce” or secret knowledge that makes prospects believe your solution is uniquely effective [02:27:00].
- Premium Pricing: The more specific and unique your solution becomes, the more premium you can make your price [01:00:00]. If you are the best and only provider of a highly specific solution (e.g., “the entire outbound time management system for garden and power tools”), you operate in a “blue ocean” with minimal competition, allowing you to dictate pricing [01:10:00].
Integrating the Unique Mechanism into Your Message
The unique mechanism completes the statement describing your business’s core value proposition: “I help [Who] [01:13:00] get [Good Stuff/Desired Outcome] [01:18:00] without [Bad Stuff/Avoided Pains] [01:37:00] through [Unique Mechanism]” [01:51:00].
For instance: “I help non-fiction business authors get on the Wall Street Journal bestseller list without looking cringe [01:12:00] through my Mosy Money Niche Method.” [02:11:00].
Developing a Unique Mechanism for Beginners
For those just starting out, it’s acknowledged that you might not yet have a fully developed unique process [01:45:00]. The initial focus is on iterating and refining your solution based on customer feedback [04:06:00]. As you gain experience and refine your offering, your unique process will naturally emerge.
For further assistance in building a valuable business and developing frameworks like this, the School Gam at school.com/games provides a platform and guidance, with over one out of two participants making their first dollar online [01:31:00].