By now you may have seen the Tesla “insane mode” video. It shows the reactions of unsuspecting passengers when the driver of the electric car takes the car from 0 to 60 miles per hour (96.6 kph) in just over 3 seconds — with no engine noise.
Your business has an insane mode, too. If and when you press the button, your sales can leap forward without warning. Profits can skyrocket. Marketing materials and sales pitches that used to fall flat start to perform like crazy.
I’m not the kind of guy who would present a “one size fits all” solution for success in business…but the one thing that can most consistently, most radically transform a business’ results is the discovery, articulation and integration of its unique selling proposition (USP).
“Yeah, I’ve heard this all before”
Fair enough. If you’ve been in business any length of time, you undoubtedly have heard about how important a USP is. You’ve probably even spent some time thinking about what your USP might be.
When you found out that the kind of thinking you have to do is hard work, did you press forward or quit?
When it seemed like there was nothing truly unique about your business, did you decide the only competitive advantage you have is quality and customer service? Did you really think that was a good enough answer?
You’ve heard it before, but how far did you go to enable your insane mode USP?
The right USP can change an entire industry. (Just ask FedEx or Domino’s Pizza.)
It can reverberate around the world for decades. (Everyone knows which candy melts in your mouth, not in your hand.)
Jack Welch famously said, “If you don’t have a competitive advantage, don’t compete.” What gives you the right to step onto the field to play with the big boys?
If you haven’t figured that out yet, you have some work to do.