Unique Selling Proposition

Also called USP

Unique selling proposition: the one thing that makes your product different and better for its target customer, the reason to choose you over anyone else.

Why it matters

A strong USP cuts through a crowded market by giving people a single, memorable reason to pick you. Without one, you compete on price or noise, both of which are hard places for a startup to win.

For example

A meal service's USP is 'dinner in 15 minutes with zero prep', the one reason a busy parent picks it over a grocery run.

Go deeper

The Growth Marketing Guide Julian Shapiro · guide Julian Shapiro's growth guide is a practical, no-nonsense reference that covers Unique Selling Proposition with real tactics. Open julian.com →

Related terms

Also in Starting Up

See how founders actually handle this on Growing and marketing, part of the Starting Up hub.

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