You might think you have a unique product, but the truth is, there is already a product\service like yours, if not then there will be soon. You have a business, you want it to succeed, but other businesses out there just like yours want to succeed. In fact, you will find that most businesses are trying to do the same things. So how to differentiate from others if not with the product? This post will try to add a different perspective so stick with it.
A Unique Selling Proposition (USP, also seen as unique selling point) is a factor that differentiates a product from its competitors (eg. lowest cost, the highest quality or the first-ever product of its kind).
The USP is often used to describe product features and functions. However, it should be centred on the customer and their needs, not on the product itself. That’s where UBT (Unique Buying Tribe) comes. UBT means a loyal customer base. A UBT is the dream of any business. A loyal customer base will buy your product no matter what and how the product behaves in the market. A UBT can help any business grow big. It is a fact that businesses that manage to create a loyal customer base will do better in the market. Any strategy to build a loyal customer base is worth exploring and analyzing.
Let’s talk about what creates a UBT –
It’s starts with you
Creating a tribe means connecting with them on some higher level, inspire them but you can’t expect to be able to motivate others and inspire them if you are not motivated and inspired yourself. And it doesn’t happen overnight. It becomes a habit, it becomes a ritual. You have to put in the time and it takes time for people to see the change. The first thing you need to do is to start recognizing the value you have inside your own head. What is it you want to do? What is it you want to give to this world? Why do you do what you do? Why do you wake up every morning? Why do you get up every morning? What is it you want to do with your life? Where do you want to be in 5 years? Where do you want to be in 10 years? How do you see yourself in 20 years?
Be honest with yourself
I am not sure that there is anything more important to a business than being honest with yourself. In fact, it is probably one of the first things you should do when you open your doors. It is all well and good to have business plans and goals that are going to make your business grow. You will need to look at your market and ask yourself “is this actually what I want to do or doing it for just to fit in”? You will need to see if there is a gap that you can fill or something that you can offer that is different. But it is also important to be truly honest with yourself. You will find people who share the same values and are not there for just money but are part of your tribe, family, and community.
What’s your organization’s higher purpose? A higher purpose is essentially the reason why you started your business in the first place. It is the ultimate value that you provide for your customers, employees, and shareholders. A higher purpose is something that helps you stand out among your competitors. It is what brings a sense of meaning and gives your employees a reason to go to work every day without feeling like they are just a number. It is the ultimate value that helps define your vision and keeps your team focused on the future. It is also the ultimate benefit that attracts customers and builds loyalty. For example, Tesla’s higher purpose is to accelerate the advent of sustainable transport. What you see in this statement they working for the future, to sustain humanity.
Now you have a clear vision and mission, your team has a clear vision of what you want to achieve. You’re excited and ready to go. Naturally, you start by thinking about how to build the thing, now You need to start to think about your tribe with the why. It’s a principle called resonance. It’s a word that is thrown around a lot these days, but the truth is that most people don’t really know what resonance means. It’s a concept that has been used in many different contexts, but the most relevant in the context of this article is that of Maslow’s hierarchy of needs. Maslow’s theory, as you might remember from school, says that humans need to achieve a certain level of belonging, safety, and love before they can achieve more meaningful goals, like self-actualization. You see, the problem with innovation is that it doesn’t start with a visionary, a new product, or a new business. It starts with the people who are going to use the product or service.