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
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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