WHAT'S YOUR UNIQUE SELLING PROPOSITION? What defines consistently profitable businesses from the majority, which struggle to survive over the long-term? Why do a small number, such as Nike -- even when they essentially sell a commodity -- succeed year after year? A defining characteristic of consistently successful businesses is that they possess an enduring competitive edge. That's usually a Unique Selling Proposition (USP). This book explains what a USP is and how you can develop one to make your business more successful. The concept is as important to small businesses as it is to large...