In my opinion, too many organisations are told they need to have a USP – a Unique Selling Proposition or Point - and are getting hung up on this concept, spending too much time in the wrong direction - looking inwardly to find something that they can claim to be truly unique.In today’s fast moving environment I argue USPs no longer serve a purpose as it is rare to be truly unique, and where there is a uniqueness it is more often than not short lived…
