You already know how important it is to test market your product or service whether you are buying an existing business or starting a new business. It's equally important to articulate why customers should buy from you instead of one of your competitors. What makes you different? What is your business's unique selling proposition? Hint: "we do it better, faster, etc." isn't it - everyone says that. Steve encourages you to take some time to really explore all the ways you can distinguish yourself from your competitors. Ask your own business advisors to assist with the process, or ask Steve by phone or email to help further the process.