For many business leaders, just identifying their USP can be hard enough, never mind working out if it needs to be tweaked and how to go about achieving improvements.
Shweta Jhajharia from The London Coaching Group, has three tests that can help with the process:
Test One: Does your consumer want your product/service?
Before you eye-roll and exclaim “Duh!”, let me remind you about Microsoft Zune (people in the market for an iPod, bought an iPod), Cosmopolitan Yogurt (readers stuck to reading), and Coors Rocky Mountain Spring Water (turns out beer drinkers were quite happy with their beer – who’d have thunk it?).
If people don’t want your product/service or aren’t willing to pay for it, find something else to build a business around.
However, there can be another reason consumers aren’t coming to you for a product or service, and that is that they think you do something else.
Imagine two companies: Gerry’s Green Fingers Ltd is a garden services provider, offering garden maintenance, tree surgery, turf laying, and landscape design; and Garry’s Green Visions Ltd provides landscape design.