I think it’s happened to most of us at one time or another.
I don’t know the science behind it, but I don’t think it’s simply the result of an inaccurate perception of time that occurs when you’re sleeping (like the “dream in a dream” scenes from the movie Inception). Could it be that the mind is packed with energy, excitement and curiosity that is released the moment unconsciousness opens the door? The story doesn’t need to until in a logical, linear way; you brain looks at and plays with that curious energy from multiple angles. And it all happens in an instant.
Words are very much the same. When you read or hear a word, you immediately feel the feelings and remember the memories you associate with that word. You don’t think about the multiple ways Webster defines it. For me, “love” paints a picture of the Dina, the joy of my life.
We’re all like that.
There’s something similar at play in your business – or there can be. A well-articulated Unique Selling Proposition is packed with intrinsic meaning for the kinds of customers you serve. It resonates deeply with them.
You USP isn’t something you come up with so you can sound special, nor is it just something you think your target market wants to hear. It’s your story, stripped to its essence, at the point where it intersects with your customer’s story.
It’s not an issue of being unique for the sake of being unique. It’s about being uniquely-suited to produce the happy results your customers are searching for.
As John Carlton puts it, “This is the key to everything good that will happen in your business for the rest of your life.” It’s THAT important.