What makes your small business unique?

So, I was visiting Naomi Dunford’s blog over at IttyBiz and she had a great post a couple of weeks ago about how some of her readers had no idea what she actually did for a living.  Basically, she wrote that if people had no idea what she did for a living after reading her blog all this time, they probably didn’t know what they did for a living either.  I can’t tell you how many meetings I’ve had with new clients and when I asked what exactly they did and what made their business unique, my question was met with a blank stare.  The majority of small business owners I’ve met with have no idea what their UPS is (Unique Selling Proposition or Unique Selling Point).  Then they look at me and say “Isn’t that what you’re supposed to do, why we’re here?”