Key Points:

• USP stands for unique selling proposition - what do you do that makes you unique in your business?
• What do you like or love about your collaborator or competitor businesses, what do they do that you also see for yourself, get crystal clear about what you do and why it is so great.
• Take your time to understand and distill the essence of your business and how you do what you do so well?
• Ask your friends, customers, and family, and get some perspectives to validate your own.