As you are looking at your product or service and identifying those elements that make it unique (you are doing that, right?) remember that sometimes what makes it unique is not an inherently good thing.
Which isn't a bad thing.
Take original flavored Listerine.
One of the things that made it completely unique was its disgusting taste. Instead of explaining it away or ignoring it – they took the bad and made it good.
It tasted bad because it was powerful enough to kill the germs. Their bad became their point of distinction. Their bad became what made it so good.
Look at your product or service a bit differently. What's bad about it? Are you slow? Expensive? Complicated? How can you use that attribute to your advantage?