Page 58 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

limited knowledge of cars and a desire to project a certain image of
themselves in society.
Constant striving for USPs is what drives an industry forward,
prevents stagnation, and benefits both consumers and the profits of
successfully differentiated organizations.

In practice

• Recognize that your USP may well have to be dynamic and

quickly changing. If it is successful, it is likely that competitors
will begin to mimic it. Innovate to find new USPs and remain
ahead of the competition.

• Find out what it is that your customers value most, currently

lack, and will pay for—and develop this as your USP. This may
be the product’s benefits to them, its price, or the service they
receive.

• Offer the highest quality: this can ensure your product gains

both a practical USP and an emotional, status-oriented USP.

• Offer the widest choice—this can involve specializing and

segmenting your market.

100 GREAT BUSINESS IDEAS • 51