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 offerings or products are genuinely unique. Many brands believe they are, primarily at a brand name level. However, on the level of specific propositions or products, true uniqueness can only be claimed if intellectual property rights are protected through patents or other means.

Even if you possess a genuinely unique product or service that is not protected, it might be advantageous to be copied in the near future. Successful products and brands are often imitated. If you are a sustainable brand, you shouldn't aim to prevent this, as your purpose extends beyond your brand or product. Sharing your success can expedite the achievement of your sustainable goals. I understand this might initially seem illogical. If so, I encourage you to reread this paragraph and consider whether it feels and sounds different. It requires effort to think differently since our programming tends to favor logic, which has contributed to a world filled with sameness.
 

TIME FOR DIFFERENTIATING SELLING POINTS (DSPs)!

If you aim to stand out with your brand and product, you must differentiate 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?

Differentiating Selling Points can help you achieve this differentiation by focusing on how to distinguish yourself from your market competitors. To maintain Differentiating Selling Points, you must keep yourself and your team up to date and well-informed. This approach will keep you sharp and ahead of your 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. They will only follow your success.