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, every buzzer-beater now showcased the Wilson logo.
But Wilson didn’t stop there. By the time the 2023 Slam Dunk Contest rolled around, they were ready to turn the idea of a “basketball” on its head. Introducing: the airless basketball.
The Revolutionary Airless Basketball
Imagine a basketball without air. It sounds counterintuitive, right? Wilson defied convention, creating a 3D-printed ball with intricate holes, yet engineered to bounce, dribble, and play just like a traditional basketball. This ball isn’t out for sale yet—it’s still a prototype—but the mere concept captivated fans and players alike. When it does hit the shelves, you can bet it will be the must-have basketball, a collector’s item for fans everywhere.
So, what does Wilson’s airless basketball have to do with Unique Selling Propositions (USPs)? Everything. Wilson’s USP here is all about the what. They’re redefining what a basketball is by challenging our expectations of how it should function and what it should look like.
Focusing on the “What” in Your USP: Why It Matters
In marketing, focusing on the what of a product can be as powerful as the where, the how, or the why. When a brand introduces a product that flips traditional design or expectations on its head, it grabs attention. Wilson’s airless basketball is a prime example of this approach. They’re not merely selling a basketball; they’re selling a revolution in basketball design. Their USP centers around one question: What is this product, and how is it unlike anything we’ve seen before?
For Wilson, this is their opportunity to leverage new technology (3D printing) and shake up the status quo, creating a product that feels futuristic, innovative, and bold.
How to Apply the “What” Approach to Other Industries
Focusing on the what can be particularly effective if you’re trying to create something that stands out in a crowded market. Even if you’re not in product manufacturing, you can apply this to fields like information products.
Take, for example, an e-book or a special report. The traditional format usually involves pages of information on a single topic. But what if you flipped that on its head, introducing an interactive “infinite report” that grows with each reading session? Imagine a report that uses AI to generate new prompts, ideas, or insights tailored to the reader. Instead of a standard guide, it becomes a unique experience every time, evolving based on the reader’s journey.
Such a report would be more than an information product—it would be a dynamic resource that changes with each use. This focus on the what aligns with Wilson’s approach. They didn’t just make a basketball; they made an airless basketball. Similarly, an “infinite report” would redefine what a special report can be.
Steps to Create a “What”-Focused USP
If you’re ready to make your product stand out by focusing on what it is, here’s a roadmap to help you create a USP that’s just as unique:
- Redefine Traditional Expectations: Start by asking yourself what people usually expect from your product type. Then, imagine what it would look like if you redefined those expectations. Wilson turned a simple basketball into a 3D-printed marvel—what could you do with your product?
- Leverage New Technology or Tools: Just as Wilson took advantage of 3D printing, consider what modern technology could enhance your offering. AI, augmented reality, or even blockchain can open doors to creating something that hasn’t been done before.
- Emphasize the Novelty: The airless basketball stands out because it’s completely different from any basketball before it. Make sure your product is equally bold and unique, and highlight this novelty in your messaging.
- Showcase Functionality, Despite the Difference: Wilson’s airless basketball performs just like any other basketball, despite looking entirely different. Similarly, make sure your product can deliver on its promises, even if it defies traditional norms.
- Tell the Story of the “What”: When marketing, explain what makes your product unique, using a narrative that captures attention. Wilson’s ball isn’t just “different”; it’s a reimagined basketball with intricate design and impressive performance.
Conclusion: Challenging Conventions Through the “What” of Your USP
By focusing on the what, Wilson has crafted a product that feels groundbreaking. It’s not about the origins or process, nor is it about the cause; it’s about offering something that looks and feels entirely new. By pushing boundaries and redefining expectations, Wilson’s airless basketball stands as a testament to the power of innovation.
What’s Next?
The “what” strategy is just one approach to a compelling USP. Tomorrow, we’ll explore other ways to transform your product and make it resonate with your audience. Get ready for more inspiration on turning the ordinary into the extraordinary!
Thanks for reading and Have a Great Day!
Chuck MacLellan
chuck@workathomehappiness.com
Please feel free to comment below.