If you had name one thing for which you or your business are the expert, what would it be?
If you can’t think of anything, you are dispensable.
Find one thing you do better than most people. Take that skill and nurture it into a brand for yourself. For example, if you have a knack for bargaining until you score an awesome deal, maybe you should market yourself as a master negotiator.
Whether you are assessing your business offerings or personal skills, consider if you are contributing anything unique or anything of value. If I can get what I get from you from just about any other employee or kiosk, you have no value to me.
Never underestimate the power of being the “how-to” expert in your field. Everyone needs a how-to manual some time. Being needed is kind of necessary for success.