Why?

In a competitive business situation you need to be able to identify and communicate clearly and concisely what it is that sets you apart.

How?

Make a list of the envisioned benefits of your product and compare them systematically with the competition.

Ingredients

• A sense about what makes you unique.
• A disciplined and honest comparison with others.
• A background knowledge about who the competition may be.

In practice

Unique selling points are featured in many product pitches.