Market of one: How to create a lasting competitive advantage

His name is Robin Bonn, and he is the CEO of Codefinery. They are a specialist consulting and coaching practice for agency businesses. They spend their days helping CEOs and founders determine what their agency is uniquely good at and how to sell their work at a premium.

They have advised, coached, and repositioned around 140 agencies over the years. Some have been large global networks, while others have been very small agencies. This article isn’t about your size, location, discipline, or ownership model; it simply invites those curious about a different perspective on growth.

So, whether you’re stuck in the hustle and fighting hard or doing pretty well, his invitation is to be open-minded about creating a lasting competitive advantage—or, as we call it, a Market of One.

By expressing a truly ownable story, your ideal clients will see you as meaningfully different. The blockers here are the usual stuff I’ve alluded to: generic positioning, which you’re constantly tweaking and never quite settled. Instead, you need to think about a clear business strategy and a genuinely differentiating client-led proposition.

Once you have that, you’re in a position to walk the walk. That’s principle four - it’s where you show real commitment. That’s where you show real buy-in for your chosen direction.

You demonstrate leadership to your team, so relying on superficial claims is no longer required. You have committed to instilling your vision, beliefs, and proposition throughout your agency.

His passion is to help you stand out and thrive both personally and professionally. For more of this kind of positivity, do check out our podcast, https://www.codefinery.com/podcast/

And if you’re interested in learning more about Market of One, feel free to get in touch to organise a chat.