We have discussed this concept many times in these pages as it is key to the success of a small company and an art gallery is the epitome of this idea. Linda and John beam with pride when they talk about their inventory. They told us that many well-traveled and sophisticated art collectors are amazed by what they find in this small, out-of-the-way town. Silver City, New Mexico is working to brand itself as a destination for people who love the unusual.

Topic for Discussion: Why is it so hard to offer one-of-a-kind products and services and why does it take courage?

Answer: If any item is enormously successful, it will be quickly copied and improved on by your competitors. Just look at Netscape, the inventor of the first popular Internet browser.

Once Microsoft realized its potential and the threat to their core business, they created Internet Explorer and within three years Netscape took the back seat. And, it truly is hard to find one-of-a-kind products that people want to buy! It takes courage to be different because every time you stick your neck out, you risk getting it chopped off.

The easy way to build a business is to do the thing that you know will work because others have proven the business model. For example, people have to have insurance and there are plenty of profitable insurance agencies. Or, people have to have eye wear and there are plenty of profitable optical shops.

Linda and John are inspired and motivated by their one-of-a-kind inventory and it is their courage to offer the unexpected that has enabled their enterprise to win and keep customers. David Milly, founder of Theatrical Lighting made us laugh when he said, "If Walmart sells it, I don't." This is not flippant. This is the way we have to think to build a strong small business.

You think about it: What one-of-a-kind products or services can you add that might help you increase revenue? When was the last time you stuck your neck out to offer the unusual?