The UVP! or “Unique Value Proposition”.
Determining the UVP of a product, service, or even a company is probably one of the most useful exercises in management. Forget about your “elevator pitch”, this is the one to work on.
I have seen more than one template, but this is my go-to one:
- What is it? (a brief category mention, etc. that allows for quickly sorting where the subject fits).
- What problem does it solve?
- For whom?
- Why is it different from any other similar subject.
Name is a What? that Problem solved for Who benefits from it?, and that unlike other Name, Why is it different?
A well-crafted unique value proposition is compact, easy to grasp, differentiating, and clearly defines the audience. It can be used to drive everything else, new features, target markets, positioning messaging, etc.
What is your UVP as a professional?