5 Questions to Consider to Help Your Business Stand Out From the Crowd

Use these five questions to help redefine your brand promises.

A few weeks ago, we concluded a very successful IAAPA FEC Summit in New Orleans. The energy was electric, the beignets were heavenly, and the insights were and are game-changing. Save the date for February 1-3, 2026 and join us in Glendale, Arizona.

Gerry O’Brien, the keynote speaker, really hit the nail on the head when he talked about standing out in today’s crowded marketplace. We all know it’s tough. You feel like everyone in your market’s vying for the same guests, the same birthday parties, the same corporate traffic. So how do you differentiate yourself? Gerry argued that it all starts with understanding the because behind your customer’s decision.

Now, we’ve all heard about the importance of “why” – your internal driving force. Your “why” helps you gain clarity on your brand’s identity and purpose, making it easy for you to write guiding principles and make business decisions. But in his address, Gerry argued that while your “why” is important, it’s not exactly what sells. To truly connect with buyers, he argues that you need clarity around why your guests should choose you. It’s clarity, he says, that fuels powerful messaging and operational practices that give consumers reasons to choose you.

He introduced the “because framework,” a simple yet profound tool for crafting your compelling story. It boils down to four key questions:

No. 1: What do you offer? 

This seems obvious, right? “We’re an FEC! We have games, laser tag, bowling…” But dig deeper. Don’t just list games and attractions. Think about the experience you offer. Do you offer a place for families to connect? A high-energy escape from the everyday? A place where memories are made? Be specific. For example, instead of “arcade games,” maybe it’s “a curated selection of the hottest arcade games and classic favorites, designed to ignite friendly competition and create lasting memories.”

How might this exercise look in action?

• Conduct a comprehensive inventory session with staff from all departments and list every attraction, service, and product.
• Reframe each item to focus on the experience it provides, not just the attaction or menu item.
• Emphasize what makes each offering unique and specific.

No. 2: Who is your ideal guest? 

Again, not just “families.” What kind of families? Are they looking for a budget-friendly outing? A premium experience? Are they celebrating a special occasion? The more you know about your ideal guest, the better you can tailor your offerings and messaging. Think demographics, psychographics, their needs, their pain points.

No. 3: What is the emotional benefit for your guest? 

This is where you tap into the feeling your guests get when they interact with your business. Do they feel joy? Excitement? Relaxation? A sense of accomplishment? Don’t just say “fun.” Explore the nuances of the emotions you evoke. For example, maybe it’s the thrill of victory in a laser tag match, the shared laughter over a silly game, or the pride of a child winning a prize.

No. 4: What is the rational justification for that emotional benefit? 

This is the crucial part that many businesses miss. Gerry argued that just playing to emotions isn’t enough. People often need a rational reason to justify their emotional decision. They need proof, logic, something tangible they can point to. This could be anything from the quality of your equipment to the cleanliness of your facility, the friendliness of your staff, or the value for money you offer. For example, “Our state-of-the-art laser tag arena, with its immersive design and cutting-edge equipment, provides an unparalleled experience, creating lasting memories for your family.” See how the rational element (state-of-the-art equipment) supports the emotional benefit (unparalleled experience and lasting memories)? This is the because in action.

No. 5: Simply put, why should guests buy from you?

At the end of the day, Gerry suggests that it’s your brand or guest experience promises that help you turn your audience into real live guests. Asking this question will net you answers that start with “you should buy from us because…..” and it’s in these answers that your brand promises and unique selling propositions can be found. Simple, if you know where to look.

By conducting exercises to answer the first four questions, you can build a powerful “because” statement that clearly articulates why guests should choose your FEC. This framework helps you move beyond simply listing features and start telling a story that resonates with your target audience. It helps you connect with them on an emotional level and give them the logical reasons they need to seal the deal. It’s not just why you exist, but because of what you offer and how you deliver it that they should choose you.

But then what?

After you’ve taken all the information gathered from the previous questions and use it to craft several potential “because” statements. Then test them with your team and then your target audience. Conduct surveys or focus groups to gather feedback on which statements resonate most strongly. Refine the statement based on feedback, ensuring it accurately reflects your FEC’s unique value proposition and gets you closer to your business’s purpose. Then, when you’re ready, implement your “because” throughout the business. Make sure that the “because” statement is reflected in all aspects of your business, from marketing materials, to staff training.

To learn more about the “because” framework, check out Gerry O’Brion’s work and resources.

The IAAPA FEC Summit was a fantastic reminder that in this competitive world, it’s not enough to just be in the entertainment business. You have to understand the because from your customer’s perspective, who you’re serving, and how you’re making a difference in their lives.

And that, friends, is the key to truly standing out.