Get the breakthrough USP you didn’t know you always had
Most businesses look like everyone else. Few know what to do about it. There’s a process that fixes that. It gives you a breakthrough Unique Selling Proposition. And it’s been building competitive advantage for businesses for over two decades.
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"What does my market want... which my competitors dont adequately own... and which I could deliver"
Now you can close the gap between good and chosen
You’re good at what you do. Your existing customers know it. But your market doesn’t. They don’t know why they should choose you. And you might not know, either.
That uncertainty is costing you. In margin, lost pitches and marketing dollars that don’t get what they should in return.
A powerful Unique Selling Proposition closes that gap. Not a tagline. Not a slogan. A derived, evidenced, defensible claim that tells your market exactly why they should choose you.
Not invented. Derived.
Most attempts at a USP start in a boardroom and end in a brochure. They’re fabricated. And the market kind of knows this.
The USP Derivation is different. It’s a structured, intelligence-gathering process that answers a powerful question:
“What does my market want, which my competitors don’t adequately own, and which I could deliver?”
Three ingredients. One answer. A claim the market believes because reality built it.
I derive your USP in stages that allow you and your team to completely accept it and see why that’s your USP.
And along the way, we discover new ways we can take you to market and get greater results.
At the end of the process, you’ll have a USP you can take to market, a lot of new ideas for your marketing plan and a key managerial asset that brings your company together and aligns it to your customer.
That’s a powerful competitive difference.
Intake
Orientation
History Products Key team
SWOT
Workshop Analysis Recommendations
Intel-gathering
Competitors
Reviews Analysis Recommendations
Market
Interviews Analysis Recommendations
Derivation
USP
Derivation Workshop Creation
Discovery
Preparation Presenting Dialogue
Deployment
Permeation
Measurement Departments Individuals
Strategy
Acquisition Retention Leverage
A USP you can actually use
At the end of the engagement, you receive:
- A derived USP — crafted, stress-tested and ready to deploy
- Three supporting reports you should share with your team
- A deployment roadmap and help in deploying it to your team
- A Company-Customer Alignment brief for your people or your HR manager
- Marketing strategies for reaching and converting more prospects
- Marketing strategies for retaining and leveraging more customers to boost their lifetime value
“This isn’t a report for your shelf. It’s a repositioning to make your marketing spend work harder. And it comes with the process and rigour to back every word of it.”
The process is proven
Stephen Johnson has used this process to turn around businesses, unseat larger competitors and claim category ownership across sectors including packaging, security, mining technology and professional services.
- Crimsafe: a dormant patent became a named, claimed market differentiator. The company grew 30% month after month.
- Signet: three market gaps became one promise. The company aligned around it and grew.
- Glencore Technology: a positioning pivot that doubled the business.
His process is available to businesses ready to stop guessing and start winning. And it’s soon to be released in a book, Unique: How to Stand Out From Your Competitors.
Not ready to talk yet? Start here.
A practical self-assessment that tells you how ownable your current positioning is — and where the gaps are most likely hiding.
No spam. One useful email to follow. Unsubscribe any time.
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Get The Breakthrough USP You Didn’t Know You Always Had
A USP Derivation engagement begins with a no-obligation discovery conversation. You’ll leave it knowing more about your competitive position than you did going in. And it’s free.