Unique Selling Proposition Nike

I like this definition of Unique Selling Proposition Nike

If you consider the example of a sportswear manufacturer like Nike, their products do not necessarily display unique features – other manufacturer’s sports shoes, or running shorts, or vests, are made of the same stuff and do the same things.

Instead, they have created a unique brand – a set of values and aspirations that their business stands for in the mind of the audience. As long as that brand is persuasive and valuable in the minds of their customers, they will continue to sell their products.

I like this definition because it works with values. If we could all work with, and rigorously honour our values, the business world would be a different place. Values-led work cannot exist within a world that it is simultaneously destroying. Interestingly enough, whilst Nike talk about ‘value’, their ethics still leave quite a lot to be desired. I think that deep down, people do know that there is a gap in the Unique Selling Proposition Nike, between what they say and what they do…..

So my guidance for values-led business, is to have congruence. Within the world of SMOs, congruence between our words and are actions, is essential. Ethical, when it comes down to it is not about a theory. Ethical is about the way we behave. To have an ethical USP means that the values inherent in that commitment must be met, over and over, in a practical way, here in the real world.

Talk is cheap and it is true. It is costly to have values. It is costly to have quality. It is costly to show up in an ethical way, day after day. It is costly in time and in money to engage rigorously with all of these ethical behaviours. It is more costly to our self esteem, to our conscience, and to the well-being of both ourselves, as well as our communities and our planet, to ignore these values. Choose wisely and believe that your client base recognises a value-led business or service when they see it.

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