I’ve been at workshops where one of the topics discussed was USP. The usual format is that each person briefly discusses their business’ USP.

“Our USP is that we provide the best quality for the lowest price”

“Our USP is that we lead through innovation and provide cutting edge customer service”

“You can’t find our product anywhere else”

It gets to me: “No business here has a USP. It’s nonsense – someone somewhere is saying the same thing. Except they can do it better. For cheaper. Whilst leading in innovation… whatever the fuck that means.

The only unique thing about any modern business is its customer experience. The combination of all your interactions with your customer is what defines your brand.

And it can’t be copied.