Unique Selling Proposition

Build it and they will come. Sounds easy but what is "it"? No matter how many ways we tackle that challenge analytically, the old adage remains true... that you must "find a need and fill it". If you are in any business that is focused on ongoing relationships, what makes you unique must be worthy of repeat transactions with the same customer. No hit and run snake oil scheme will work.

A USP is derived from latent needs. Needs are latent either because the pain has yet to be felt or it has been felt but they have given up looking for a solution that does not appear to exist. Looking at competition will never uncover the latent needs that will inspire your USP. They do not have the answers for you or the need would no longer be latent.

Like most business strategy, the way forward is defined by people, process, and technology.

People - the type of person who can uncover latent pains has a very different profile than you usually have in a business organization. They see possibilities conceptually. You will recognize them as individuals that are often referred to as being composers, architects, and catalysts.

Process - many business strategy books provide useful thought catalytic frameworks that are useful communication tools between the conceptual and non-conceptual people on your team. You absolutely need subject matter expertise through the eyes of those with the latent needs. Most often those in sales and service within your own organization regularly hear about the latent needs but no process exists to collect these thoughts. The key process is scheduling regular latent need review meetings to consider new offerings and the USP of your business.

Technology - these days communication is the key to uncovering latent needs and nothing creates a buzz better than social network optimization. Social media has become the modern Roman Forum for thinking and learning. Your CRM is the other key repository of information that can uncover patterns that suggests latent needs through your records of client interactions.

If you do not have a disciplined process to help you uncover latent needs through your interactions on an ongoing basis, you cannot expect to have a unique selling proposition. The Cirque de Soleil success shows that you can keep creating USP's if you foster an innovative culture that listens to your clients.