Every business should strive to identify its unique value proposition (UVP)—a vital step that shouldn’t be skipped or cut short. A UVP is more than just a competitive edge or doing the usual things better than everyone else. The UVP should be that one thing that overtly addresses, benefits, and satisfies the strongest unmet need of a business’s ideal clientele.
Often, a business’s UVP is conceived from outside of their industry or market. A wise business owner may see something another company is doing for its customers and adapt the concept to deliver it to theirs. Otherwise, to determine that “strongest unmet need," the business may need to do some simple yet important surveying of a select sample of their best customers. It could be as short as a one multiple choice question survey that asks, “What is the one thing that we offer/do that prompted you to do business with us today?”
Source: Vince DiCecco