A USP (Unique Selling Proposition) is the unique promise that sets your product apart. It isn't a generic "we're high quality"; it must be specific, verifiable, and something a competitor can't copy.
A strong USP makes the choice easy for the customer: among dozens of similar offers, they know why to pick you. Without a USP, the only differentiator left is price — the most dangerous game.
How to find your USP
The USP sits at the intersection of three questions: what the customer truly wants, what competitors don't provide, and what you genuinely deliver. That intersection is your USP.