“Define your X-factor In a sea of sameness, you can only compete on price. And no one wants to do that. Stand out for something else. Find your X-factor. According to Orzechowski, this is “the thing about your brand that means consumers inconvenience themselves to buy from you instead of taking a more convenient or cheaper option.” You should know exactly what your X-factor is so you can lean into it more. Use this prompt to clearly articulate the difference between you and everyone else.”