Are Any Business Models Really That Unique Anymore?

It’s worth asking.

I make money right now from freelance — you should hire me, because I’m a delightful human being — and over the last 20 months of doing it, I’ve probably lost five clients on this phrase: “You don’t understand our unique business model.” (To clarify I’ve lost other clients for other reasons, usually revenue erosion/the client not knowing what they want.)

This “unique business model” thing grinds my gears, though. This will be a mini-rant on that. If you have thoughts, leave ’em.

Are any business models really unique?

Back in June 2015, this female VC — who has invested in Birchbox, Warby Parker and other companies — had a nice quote on the new world of business. Her basic idea was this: at this point, anything you want is probably made by 10–12 other companies/people. Someone is going to undercut you on price (guaranteed), because we all love us some cost-cutting plays. This is the whole reason that ‘customer experience’ is rising up as a concept. See, if 12 people make your widget, the customer will ultimately care about (a) the experience and/or (b) price. (See what I just said.)

This whole deal is also called “choice overload,” and it’s a real thing in many industries. When people talk about…