What is your unique selling proposition?

One of the great “got it” moments of my career is when I first heard the phrase “unique selling proposition” (USP). Rosser Reeves was a true Mad Men advertising icon, whose accomplishments were used to model the television character Don Draper. Reeves wrote a book in the early 1960s called “Reality in Advertising,” which is as relevant as ever. In the book, he identifies a reasonably easy way to differentiate your business and coined the phrase unique selling proposition to describe it.