In 1962, the auto rental company Avis was at a loss.

They had a long-standing competition with Hertz, and they were losing.

Bad. $3.2mil of loss in that year alone.

Then, they made one right move.

They turned to legendary ad agency Doyle Dane Bernbach.

In a brilliant play, DDB decided to take Avis's biggest vulnerability - Being Number 2(after Hertz), and show how powerful it actually was.

The famous campaign was called:

"We're 2, So We Try Harder".

DDB and Avis were able to show that actually, their vulnerability is their biggest strength for the costumer.

They took the seed of the idea and developed it with ads like:

• "We can't afford to make you wait"

• "We can't afford to not be nice"

• "We cant afford to keep cars dirty"

The basically said "We need you. And because we know that, you will benefit".

They didn't have to change anything. THEY WERE ALREADY TRYING HARDER.

That campaign ended up taking them from loss to $1.2mil ($11mil adjusted for inflation).

The truth is, that this situation is not unique to Avis.

Every business has it's own unique situation and personality that can be easily seen as a hindrance, But holds a gift inside.

What are the unique "weaknesses" of your business?

What's actually awesome about them for your costumers?