Every business, like every person, is unique. Even businesses that provide products or services that are virtually the same have something unique about them that can be promoted to set them apart from their competitors. In classic marketing parlance this is known as a company’s “unique selling proposition” or USP. The problem is, many businesses don’t bother to think too long and hard about what it is that makes them different from everyone else. That’s a shame, because it just makes them have to work harder to compete and win new clients. And, really, who wants to work harder?