How dangerous are USP’s? What If They Become “Un-Unique”?
A Unique Selling Proposition (USP) is intended to differentiate a product from its competitors. This could be: the lowest cost, the highest quality; it could be considered as something you have that your competitors do not. It could also be the first-ever product of its kind in which case there are no competitors. Three observations. First; if the USP relates to a product, what behaviour is that going to encourage in the seller? To lead with product. What is it that annoys bu