Definition
A Unique Selling Point (USP) is the distinctive value or benefit that sets your product, service, or brand apart from competitors. It’s the reason a buyer chooses you over everyone else-and ideally, why they stay.
In B2B and SaaS, a USP is about the specific problem you solve better, faster, or more scalably than anyone else and how that translates into business value for your customer.
What makes a strong USP?
A good USP checks three boxes:
Common misconceptions
Final takeaway
Your USP is your strategic moat made tangible. The sharper it is, the easier it is to align marketing, sales, and product around a shared promise. If your USP is fuzzy, your GTM will be too.
