Why You and Not the Other Guy?

Why you and not the other guys?

Why you and not the other guys?

Creating and sustaining your unique selling proposition

Sustainable Competitive Advantage

A competitive advantage exists when the firm is able to deliver the same benefits as competitors but at a lower cost (cost advantage), or deliver benefits that exceed those of competing products (differentiation advantage). Thus, a competitive advantage enables the firm to create superior value for its customers and superior profits for itself.

How does marketing fit in?

Traditional marketing theory talks about the “Four P’s”: Product, Place, Price and Promotion. All marketing campaigns use a mix of these ingredients to build customer awareness and loyalty. Differentiation is a key goal of any good marketing program. The Four P’s are sometimes referred to as the Four C’s: Capability, Convenience, Cost and Communication.

How do we use this framework to differentiate our product or service?

Your USP = your brand

There is no one approach to creating a USP, but what you choose to do must be honest. Start by analyzing your personality, capabilities and goals. Do not create a USP based on superior service if you are not 100% committed to that in your DNA. Do not create a USP based on low price unless you can sustain those prices through low-cost sourcing or low overhead.

Be unique through personality

No one can duplicate you.

Be unique by combining old ideas

You don’t have to invent something new, but you can find a new spin on a familiar product or service.

Be unique by narrowing your focus

Choose your target audience and cater to them exclusively

Be clear, concise and repetitive

Simple messages resonate because they are quickly understood in the clutter of daily life. Consumers do not have more than a few seconds to decide whether your message is important to them. A great USP can often become a great slogan.


✤ The Greatest Show on Earth

✤ Is it live, or is it Memorex?

✤ When your package absolutely, positively has to get there overnight

✤ The ultimate driving machine

✤ We’re Number Two. We Try Harder.

Next Up: Unique Selling Proposition

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Author: Rich Garling

Successful results-driven experience in IT program/project management, focusing on collaborating with multiple businesses and IT workstreams to define detailed business process requirements into workable enterprise software solutions for retail, finance, pharmaceutical, and inventory processes. A successful proven track record in leading cross-functional international teams of project managers while managing expectations and delivering projects of greater than $10M within stakeholder expectations. Provided an in-depth knowledge of SDLC using Agile and Waterfall project management methodologies (Scrum Master (SMC)), MS IT Management/Project Management (AMU)), and a talent for developing business requirements delivering workable technology solutions. Rich holds a Bachelor of Science in Political Science from Northern Illinois University and a Master of Science in Information Technology/Project Management from American Military University. He is currently a Project Manager III for Bradford Hammacher Group in Niles, IL/