Business Foundationsintermediate
USP
Unique Selling Proposition
Definition
The specific thing that makes your business different from every competitor, the reason a customer should choose you over anyone else.
Why it matters
Without a USP, you compete on price, and price competition is a race to the bottom. Your USP is your defensive moat.
Example
"We ship every order within 24 hours, guaranteed. If your order is late, you get it free." Speed and a risk reversal, a specific, provable USP.
Related terms
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