Most businesses understand and use a USP as their Unique Selling Proposition and apply this as a tactic to distinguish their product in the market when selling directly to their customers.
But there is another way of thinking about a USP: your Ultimate Strategic Positioning. In other words, how do you position ALL of your activities and actions to fulfill and maintain a strategic objective.
Good strategic planning ensures that goals are aligned with the vision, purpose & mission of a business, and the points of culture, processes, and company systems.
The objective doesn’t change with respect to the effectiveness of the tactics deployed to achieve the goal; instead, the tactics are refined, enhanced, or even dropped to ensure the strategic plan’s fulfillment.
Thinking strategically & planning accordingly is the most apparent manifestation of the business owner (or principle) working on the business and not in it.