Unique Selling Point (USP)

Why

In a competitive business situation, you need to be able to clearly identify and concisely communicate what it is that sets you apart; what this is has to add value.

How

Make a list of the envisioned benefits of your product and compare them systematically with the competition.

Ingredients

• Understanding of the customer, user or client.

• A sense of what makes you unique.

• Willingness to make a disciplined and honest comparison with others.

• Background knowledge of who the competition are.

Practice

USPs are featured in many product and idea pitches. They can also be used to determine whether you are focussing on the right things.