'm challenging one of marketing's oldest ideas...the USP
For decades, marketers have searched for a Unique Selling Proposition. One message One feature One reason customers should choose you The problem is... That's not how customer preference and decisioning works. After developing positioning atV2RSIONfor over 50 clients, I've evolved the idea of differentiation to be richer in context than the simplistic USP. Differentiation isn't one thing. It's the combination of multiple dimensions, that together make your business the obvious choice for your market buyers. That's why we developed what we call your Differentiated Context. It breaks differentiation down into 6 interconnected contextual components: 1️⃣ The customer problem you're solving ↳ Start with the customer's urgent reality, not your product. 2️⃣ The unique value you create ↳ Define the value only your business can credibly deliver. 3️⃣ How that value is delivered ↳ Your capabilities, process execution and evidence are what make your promise believable and repeatable. 4️⃣ The customers making the decision ↳ Different buyers value different things. Who values your value? 5️⃣ The competitors and alternatives you're chosen against ↳ Differentiation only exists in comparison. 6️⃣ The category that frames your value ↳ The category shapes how customers interpret your business before they've even engaged with it. Miss just one of these, and differentiation starts to look weak. Because customers choose businesses that create the clearest, most compelling context for preference and choice.. This framework has become one of the core principles behind how we think about positioning atV2RSION. Which of the six do you think businesses overlook most often? ♻️ Repost to help your network unlock their growth potential. 💡 FollowPaul Evansfor actionable business and positioning advice. 🔔 Don't forget to turn on post notifications to stay up to date.
For decades, marketers have searched for a Unique Selling Proposition.
One message
One feature
One reason customers should choose you
The problem is...
That's not how customer preference and decisioning works.
After developing positioning at V2RSION for over 50 clients,
I've evolved the idea of differentiation to be richer in context than the simplistic USP.
Differentiation isn't one thing.
It's the combination of multiple dimensions, that together make your business the obvious choice for your market buyers.
That's why we developed what we call your Differentiated Context.
It breaks differentiation down into 6 interconnected contextual components:
1️⃣ The customer problem you're solving
↳ Start with the customer's urgent reality, not your product.
2️⃣ The unique value you create
↳ Define the value only your business can credibly deliver.
3️⃣ How that value is delivered
↳ Your capabilities, process execution and evidence are what make your promise believable and repeatable.
4️⃣ The customers making the decision
↳ Different buyers value different things. Who values your value?
5️⃣ The competitors and alternatives you're chosen against
↳ Differentiation only exists in comparison.
6️⃣ The category that frames your value
↳ The category shapes how customers interpret your business before they've even engaged with it.
Miss just one of these, and differentiation starts to look weak.
Because customers choose businesses that create the clearest, most compelling context for preference and choice..
This framework has become one of the core principles behind how we think about positioning at V2RSION.
Which of the six do you think businesses overlook most often?
♻️ Repost to help your network unlock their growth potential.
💡 Follow Paul Evans for actionable business and positioning advice.
🔔 Don't forget to turn on post notifications to stay up to date.