100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

100 GREAT BUSINESS IDEAS • 51

limited knowledge of cars and a desire to project a certain image of
themselves in society.

Constant striving for USPs is what drives an industry forward,
prevents stagnation, and benefi ts both consumers and the profi ts of
successfully differentiated organizations.

In practice

• Recognize that your USP may well have to be dynamic and
  quickly changing. If it is successful, it is likely that competitors
  will begin to mimic it. Innovate to fi nd new USPs and remain
  ahead of the competition.


• Find out what it is that your customers value most, currently
  lack, and will pay for—and develop this as your USP. This may
  be the product’s benefi ts to them, its price, or the service they
  receive.


• Offer the highest quality: this can ensure your product gains
  both a practical USP and an emotional, status-oriented USP.


• Offer the widest choice—this can involve specializing and
  segmenting your market.