Every builder’s nightmare is thinking, “Why would someone buy what I’m building?”
It’s hard, but it’s important to face.
That’s where two key concepts come into play that people often mix up: your Unique Selling Proposition (USP) and your Value Proposition (VP).
Let’s start with the Unique Selling Proposition (USP)
Your USP is what sets your product or service apart from the competition. It’s about the unique features or benefits that make you different—and better. Essentially, it answers the question: “Why should I buy from you rather than someone else?”
Some well-known USP examples:
- Apple: Sleek, innovative products with seamless integration across devices.
- Uber: We’re changing the way the world moves.
Now for the Value Proposition (VP)
A value proposition takes it a step further. It’s a short statement that explains why someone should choose your product or service, not just based on features, but the overall experience or outcome it delivers. It’s answering: “What’s in it for me?” or “How will this product improve my life?”
Examples of VPs from brands you know:
- Apple: Empowering people through cutting-edge, beautifully designed technology.
- Uber: The easiest, smartest way to get around.
The Key Difference
- A USP is all about what makes your product unique.
- A VP focuses on the overall value it offers to your customers.
In simple terms, a USP is product-focused, while a VP is customer-focused.
