Introduction: Wrapping Up with the Pitfalls of USP Creation Welcome to the final part of our journey into crafting a powerful Unique Selling Proposition (USP). Throughout this series, we’ve explored the what, how, and when of a good USP, and even looked at ways to turn weaknesses into strengths. But before you finalize your USP, … Read more
Introduction: Embracing the “Thorn” for a Unique USP We’ve covered several approaches to creating a compelling Unique Selling Proposition (USP), but today we’re looking at a unique strategy that turns perceived weaknesses into strengths. This approach is what I call the “thorn” strategy—a USP that embraces a company’s limitations and uses them to win customer … Read more
Introduction: Why Timing Matters in Your USP When crafting a Unique Selling Proposition (USP), we often focus on what makes our product unique or how it works. But there’s another powerful angle to consider: when will the customer see results? For many products, especially those aimed at solving specific problems, the time frame for achieving … Read more
Introduction: Why Creativity is Key to a Standout USP With the SIG Method, you’ve taken important steps toward crafting a strong Unique Selling Proposition (USP). But if you’re aiming for greatness, you’ll need to tap into your creativity—a skill that can be elusive but is accessible to everyone. Whether you feel “uncreative” or simply lack … Read more
Introduction: Minding the Gap in the Market Welcome to the third and final step of the SIG Method for creating a Unique Selling Proposition (USP). If you’ve been following along, you know we’ve covered the importance of defining your product’s subject and identifying your competitors’ USPs. Today, we’re diving into the critical final step: Minding … Read more
Introduction: Building a Winning USP with the SIG Method Welcome back to our journey into the SIG Method for creating a standout Unique Selling Proposition (USP). In our last session, we covered the first step, “S,” or Subject. If you’ve completed that exercise, you should now have a clearly defined subject for your product. With … Read more
Introduction: Simplifying USP Creation with the SIG Method Crafting a unique selling proposition (USP) can feel daunting, but breaking it down into manageable steps can make the process far more accessible. Today, I’m introducing the SIG Method—a three-step approach to help you build a solid foundation for your USP. The SIG Method simplifies the brainstorming … Read more
Introduction: Building the Perfect USP Over the last several posts, we’ve dived deep into the world of Unique Selling Propositions (USPs). We’ve looked at what they are, broken down the essentials, and explored some remarkable examples of companies that have approached their USP from different angles: the what, the how, the where, and the why. … Read more
Introduction: When Innovation Redefines Tradition The 2021-2022 NBA season brought a major change that sent ripples through the world of sports. After nearly 40 years of using Spalding basketballs, the NBA switched to Wilson. For the NBA’s millions of viewers and basketball enthusiasts, it was impossible to ignore the change. Every shot, every highlight reel, … Read more
Introduction: The Evolution of the Bottled Water USP In our exploration of the bottled water industry, we’ve seen how brands like Fiji Water and Aquafina have crafted distinct USPs to stand out in a crowded market. Fiji Water emphasizes the where—sourcing water from a tropical paradise—while Aquafina highlights the how, using a seven-step purification process. … Read more
Introduction: The Power of Science in a Commodity Market In a world filled with bottled water brands, each essentially selling the same product—H2O—standing out requires innovation, strategy, and a unique selling proposition (USP). Aquafina, one of the best-selling water brands globally, has mastered this, second only to Dasani in 2023. Their secret? They’ve harnessed the … Read more
Introduction Water is a commodity. H2O is everywhere, and it’s the same whether it’s poured from your kitchen tap or a luxury glass bottle. Yet, few industries have managed to create value out of the ordinary as successfully as the bottled water industry. The secret? Crafting a Unique Selling Proposition (USP) that makes people feel … Read more