Discriminator and USP - The Sixth & Final Elements of Value Proposition By Mat Shore Innovation

The sixth and final elements of our value proposition are called the discriminator which is often also referred to as the differentiator or the USP the unique selling point. It's a single sentence that summarizes the entire value proposition and explains why it's unique or superior. Imagine describing your value proposition to somebody and then bumping into them in a supermarket in three months time as long as they can play back to you the discriminator. They're explaining to you why your solution is most valuable.

Now the way to think about a discriminator is it's always focused around the benefit never around the technology for example if I created a safe family car that happened to be the first to have eight airbags would I want my discriminator to be the car that has most airbags or the car with eight airbags or what I want my discriminator to be the most family-friendly car or the safest car for families.

You see if it's based around the benefit I can change how I do that over time maybe I can add side impact protection or rear collision avoidance or sleep warnings or lane correction but I can always keep delivering the promise of discrimination which is it's still the safest family car.
On the other hand if I focus my discriminator on how I do it if I make my technology what discriminates me therefore the car with the most airbags either that will become obsolete because somebody will better me or I'll get trapped in my own kind of ever-increasing cycle of airbags because that I've made that so important I have to keep delivering it over and over again to a point where their utility of what I'm doing is not helpful or ultimately I want to do this in a different way.

But because I've hung my entire value proposition on airbags I'm trapped into having to do that even when it's no longer something I want to do what we really want our discriminated to be is something that will endure over time what we know is the discriminator of good brands doesn't change and long-term the customer has a much better chance of understanding our value proposition if we keep repeating the same thing technology as a discriminator has inbuilt obsolescence and means we will constantly be changing what we're saying putting the benefit at the heart of our discriminator gives us a much better chance of consistently repeating the same discriminator over a number of generations of product so the customer will begin to understand what we stand for.

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