Posted by Tom_C I'm no business guru. I've never run or owned a business. But from what I've overheard from smart people who do run businesses, developing a Unique Selling Proposition (USP) is crucial to succeeding. It's the essence of being remarkable which is what Seth Godin talks about a lot . It's one of the first questions that I ask clients when they come on board - "What's your USP? Tell me why you're better than your competitors".