To begin with, relying solely on abbreviations like USPs does not engage critical thinking effectively. When we encounter abbreviations, our minds tend to associate them with the corresponding words, often halting our thought process. However, if we articulate the complete words, we read and comprehend them for their intended meanings. So, instead of using USPs, let's talk about, Unique Selling Points.

The keyword here is "unique." It conveys the idea of something exceptional and distinct. Unfortunately, true uniqueness is rare in today's world. Consider how frequently products or propositions are genuinely one-of-a-kind. It's quite uncommon.

Now, ask yourself if your own propositions and products are genuinely unique. Most brands think they are. And yes, that is mostly the case on a brand (name) level. But on a proposition level and product level this is mostly only the case if your intellectual property is protected or patented.

 

When you own a truly unique product or service, which it is not protected, you hope you will be copied in the near future. Sounds strange? Not when you realise that successful products and brands are the ones that often get copied.

 

Can you stop this? If you are a sustainable brand you shouldn't want to, as you purpose goes beyond your brand or product. Sharing your succes will ensure you achieve your sustainable purpose goals much faster. And if you have a strong brand with strong values which are strategically marketed you have no need to worry.

I realise this may feel and sound illogical at first.

 

It takes a little effort to think differently as we are programmed to seek logic behing everything. If it sounds out of the ordinary or doesn't resonate with our mindset, we tend to reject it at first. But we also know that logic doesn't surprise. And the magic of surprise is that is easily remembered.
 

TIME FOR DISTINCTIVE SELLING POINTS (DSPs)!

If you aim to stand out with your brand and product, you must distinguish yourself. It sounds logical, doesn't it? However, how many brands truly dare to differentiate? How many brands exemplify the innovative spirit of companies like Apple? By the way, innovation = surprise.

Distinctive Selling Points helps you achieve this differentiation by focusing on how to distinguish yourself from your market competitors. To maintain the Distinctive Selling Points, you must keep yourself and your team up to date and well-informed. This approach will keep you sharp and ahead of the competition, making you more agile and, therefore, more successful. Future proof!
 

Allow me to assist you strategically and creatively with your DSPs, paving the way for your competitors to follow suit. By the time they do this you will be so far ahead, giving you time to differentiate yourself again and hold your leading position. Keeping you Future-Proof.