<aside> <img src="/icons/arrow-right_red.svg" alt="/icons/arrow-right_red.svg" width="40px" /> A unique selling proposition (USP) and a sustainable differentiator are related but distinct concepts.

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Unique Selling Proposition (USP):

• A USP is a marketing concept that refers to the distinct benefit or positioning a company promotes to stand out to customers.
• It is what the company claims makes its product or service different and more desirable than competitors.
• A USP is an external marketing message aimed at convincing potential customers.

Sustainable Differentiator:

• A sustainable differentiator is an internal source of competitive advantage based on capabilities or assets competitors cannot easily replicate.
• It is a real, embedded strength of the company behind what allows it to deliver superior value.
• A differentiator provides a defensible position in the market over the longer-term.

<aside> <img src="/icons/cash_orange.svg" alt="/icons/cash_orange.svg" width="40px" /> “It’s like the difference between making a great first impression (USP) and having a deep, valuable character that keeps people loyal to you over time (sustainable differentiator).” — Karan Kohli, Subscriber

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The key differences are:

1. Origin - A USP originates from marketing messaging, while a differentiator stems from real company resources/capabilities.
2. Scope - A USP is narrower, focused on a specific benefit claim. A differentiator is broader allowing numerous benefit claims.
3. Durability - USPs can shift with marketing tactics. True differentiators are harder for competitors to neutralize.
4. Evidence - A USP requires less substantiation beyond persuasive messaging. Differentiators demand operational competencies as proof.

Breaking down the distinction between a Unique Selling Proposition (USP) and a sustainable differentiator can really shine a light on how businesses can not only catch the eye of their potential customers but also hold a solid standing in the competitive market.

It’s like the difference between making a great first impression (USP) and having a deep, valuable character that keeps people loyal to you over time (sustainable differentiator).

Unique Selling Proposition (USP)

Imagine you're scrolling through ads and one catches your eye because it claims their sneaker won’t tear no matter how rough the trail gets.

That’s a USP - it’s the hook. It’s what makes you stop and think, “Hmm, that’s exactly what I need.”