1. Your Unique Selling Points

There are four key things you can use as a starting point to understanding what makes you unique. Combined, these give you a compelling picture of yourself as a professional:

  1. Specialism, professional focus
  2. Experience and knowledge
  3. Personality and personal qualities
  4. Values and opinions

Strength or competency?


  • Based on previous experience and past performance
  • Success and/or efficiency in a skill or activity
  • Behaviours an organisation needs
  • The focus is on doing what you are capable of


  • High level of performance
  • Enjoyment of the activity
  • Energised by the task
  • The focus is on doing more of what you are good at and enjoy

Know your strengths and weaknesses

Self-awareness is the most important part of this exercise. Avoid getting defensive about your weaknesses, everyone has them, and it may be that they’re weaknesses that you can learn to manage or minimise during your professional career. This is nothing to be ashamed or embarrassed about, but rather, an excellent way to connect with and value your colleagues who do have these skills.

That’s not to say you cannot take steps to learn and improve, but it’s always best to be honest with yourself and others to avoid putting yourself under any unnecessary stress.

Your strengths

  • What do your friends and family know you for?
  • What do you enjoy doing, and what are you like at your best?
  • What does a ‘great day’ look like for you?
  • Think of some activities that you particularly enjoy and note down why
  • What are you both good at and enjoy?