My friend Sam was recently turfed out of his cushy corporate job and is currently spending his days taking unemployment lessons at an outplacement firm. Inspired by the session on entrepreneurship, he’s decided to start up a lawn care company and called me for help with his homework. “I need a unique selling proposition”, he said. “Why?” I said. “It’s the second box on page three”, he replied. “I mean, why do you need a USP?” He didn’t know and neither did I.
We talked through how his company was going to be unique: were they cutting the grass with scissors? No. Deploying sheep? No. Mowing naked? Certainly not. “I sort of think I would like really unique trucks. You know, the kind that stand out so people notice them”, Sam offered. “Are you planning on giving a brightly coloured truck to each customer? Because if you aren’t, it’s not really a selling proposition, it’s a branding element,” I suggested. We poured more wine. Read the rest of this entry »