PODCAST: Season 7, Episode 34
Mills has been quietly analysing her own coaching calls, not to improve her coaching, but to work out what actually makes her different in a crowded industry. What she uncovered wasn’t a framework. It was a philosophy. This episode is for any business owner who has tried to stand out with a clever offer name or a signature process and still feels like everyone down the road is doing the same thing. Mills breaks down where your real USP is hiding, and why you can’t invent it, only discover it.
Why Your USP Isn’t Your Framework, Offer, or Logo
Mills unpacks why business owners spend weeks naming frameworks, tweaking websites, and redesigning offers when none of that is actually what sets them apart. Ten business strategists could coach the exact same client ten completely different ways. That difference, not the framework, is the real USP.
The Real Question to Ask When Finding Your Unique Selling Point
Rather than asking what you sell or teach, Mills poses the question she believes actually surfaces a USP: what do you believe about your industry that most people in it don’t? She explains why this belief, not your methodology or results, is where your differentiation is hiding.
How I Discovered My Coaching Philosophy by Reviewing My Own Calls
Mills walks through the process of feeding her own coaching transcripts into an AI tool to spot patterns she couldn’t see herself. The pattern that emerged: she instinctively ignores the surface problem a client presents and keeps digging until the real, underlying issue shows up. She calls this normalising your own genius, and explains why it so often takes someone else to spot what feels obvious to us.
Why You Can Copy a Framework But You Can’t Copy How Someone Thinks
A breakdown of why processes, offers, and even entire business structures can be copied overnight, but the way someone naturally thinks, questions, and notices patterns cannot. Mills argues this is the part of a USP that actually holds up against competition.
The Real Pattern Behind Every Coaching Conversation
Mills breaks down exactly what this looks like in practice. A client shows up saying their content isn’t landing, or they don’t know what offer to create, and instead of solving that surface problem, she keeps asking questions until the real issue underneath it shows up. That instinct to dig past the presenting problem, rather than the strategy or the NLP, is what she now recognises as her actual USP.
Today’s Audit
- What do you believe about your industry that most people don’t?
- Are you marketing your process, or are you marketing your perspective?
- If someone copied every offer you have tomorrow, what would they never be able to copy?
- What sentence do you keep repeating because experience has convinced you it’s true?
- Have you been trying to invent your USP when it’s actually been there all along?
Let’s Connect
- Come say hi on Instagram: @mills_gray
- Website: https://www.millsgray.com
- The Rebellious Leader Book: https://www.millsgray.com/book/
- Join the community: Facebook group Mind Your Mindset