Sam’s Horn’s Tip #1 for Identify Your USP:
Do the opposite, not the obvious.
Enterprise wanted to enter the crowded car rental industry but Hertz and Avis owned the majority of the market.
Hmmm…how can you compete with the “big boys?”
One way to distinguish yourself from competitors is to study them and ask what your competitors have in common . . . and then don’t do that!
What did the other car rental agencies have in common? They were all situated next to airports.
So, Enterprise located in neighborhoods.
Another way to identify a USP (unique selling proposition) is to ask yourself, “What don’t my competitors offer that customers want?”
Well, none of the car rental companies were offering door-to-door service.
So, Enterprise was first-to-market by offering to pick up and drop off customers from their home/hotel.
As a result of identifying two clear USP’s – two offerings none of their competitors could match — guess who is now the #1 car rental agency in the United States?
That’s right. Enterprise.
If you want to stand out from your crowd, lead it, don’t follow it.
One of the best ways to identify your USP is to innovate, not duplicate. Do the opposite, not the obvious.