I would say its doing what others didn't want to do, ie working harder, doing the vacuuming, etc.
I've heard that my rep is that I'm expensive but I'm good. keeps me working harder. I've heard from clients that they hire me because they've had the "other" guys.
So, its the reputation that I've created by my work and continue to work to maintain.
In short, could say its my work ethic.
It was Mike West's little marketing course over a pub table that changed my busn
Association with Joe Polish members helped it grow more
Steve Marsh's program solidified it
Mikeys Board helps me maintain it and stay up to date