USP? Do your colleagues even know what one is?

They are worth their weight in gold, yet it’s surprising just how many people don’t know the difference between a specialised business skill or capability and a unique selling point (USP). Ask any of your co-workers what they believe the company’s USPs are, and I bet they will trot out a list of random¬†things that the business may do well, but in truth are very far from unique.