Finally, once your comparative advantages have been clarified, your USPs are nothing more than a rephrasing of your comparative advantage from the perspective of your customers or their end-users. Explain how your product offering creates value for them. Do you know companies that you can associate with one or more of the USPs below? Give it a try:

• the fastest and best quality MP4 compression algorithm
• an ability to design “cult” products
• a wide product portfolio to serve the individual needs of micro-segments
• made-to-order capability with delivery within 48 days
• high quality products at the lowest cost
• a customer orientation that is pervasive in all areas of the company
• a cool brand that people emotionally connect with
• financial strengths that make the company resistant to external crises and guarantee financial continuity
• a top management that is widely recognised in the industry.

And so on.