The Power of Perspective

by Benj Miller | Nov 28, 2023

Why a Unique Point of View Trumps a Unique Selling Proposition

You’ve probably heard about the age-old Unique Selling Proposition (USP), the secret sauce that supposedly sets brands apart. But we’re here to chat about something even more game-changing: the Unique Point of View (UPoV).

In a world drowning in information and ever-changing consumer preferences, having a UPoV is like having the golden ticket. Why? Well, let’s break it down in a way that speaks to our human instincts.

A UPoV Emotionally Connects with the Audience

Think about that one brand you’d walk through fire for. Chances are, it’s not just about what they sell; it’s about the feels they give you. Take Patagonia, for instance. Sure, they make killer outdoor gear, but it’s not just about that. It’s about their take on the environment and sustainability. They’re not just selling products; they’re selling a lifestyle and a belief system. And that emotional connection? It goes way beyond a simple tagline. It’s about feeling like you’re part of a tribe that cares about the same things you do.

A UPoV Differentiates in a Saturated Market

Picture this: you’re in a supermarket aisle, and every product is shouting, “Pick me! I’m the best!” How do you choose? A Unique Point of View is like a brand’s unique thumbprint. It’s not just about the product features or the price tag; it’s about the story it tells. Take Dove, for example. Instead of just selling soap, they took a stand on what beauty really means. Their Real Beauty campaign threw out the old rulebook and embraced inclusivity. And guess what? People noticed. In a sea of sameness, they stood out, not for what they sell, but for what they stand for.

A UPoV Enables Adaptation and Longevity

Now, we all know change is the only constant. Brands need to roll with the punches, adapt, and stay relevant. A Unique Point of View gives them the agility to do just that. Think about Tesla. Initially, they were all about electric cars, but their UPoV was broader—sustainable transportation and clean energy. So, when the tides shifted, and the world started buzzing about more than just electric cars, Tesla was ready. They expanded into solar energy solutions and battery storage systems. That’s the beauty of having a UPoV; it’s not a one-trick pony. It’s a versatile guide that keeps brands relevant through the twists and turns of the market.

In a nutshell, it’s not just about what you sell; it’s about how you see the world and invite others to see it with you.