The USP—Unique Selling Proposition
Businesses have been told about their unique selling proposition—their USP—in the context of promoting, messaging, and selling their products and services. Invented in the 1940s by Rosser Reeves to explain successful outcomes of consumer products advertising campaigns, the term now is almost ubiquitously used to refer to any aspect of a product or service to differentiate it from competitors. The techniques I’ve come across to help ascertain the USP resemble the company meetings described in Chapter 1 to develop growth goals and objectives using anecdote, supposition, navel-gazing, and sticky notes. Typical questions asked of employees to divine the company’s USP:
1. What does the company do or sell?
2. How ...
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