Your unique selling proposition (USP) — the one thing sets your brand apart. I am fond of President Theodore Roosevelt’s Big Stick Ideology, “Speak softly, and carry a big stick.” It works in life and in business. In marketing, your unique selling proposition (USP) is your Big Stick. Be bold. Dare your competitors to tread on your USP. Guard it with messaging, products and personnel. Defend it with constant improvement and
