Unique Selling Proposition
What is your Unique Selling Proposition? And how can you find your USP? Entrepreneur defines your Unique Selling Proposition as this:
Definition:The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition .
Reading this definition, I am mindful that this is no longer just about business propositions. The USP is no longer just in service of products or services, it is also in service of individuals too. The identification of your unique selling proposition is essential, in todays market, in order to manage any career. If the career for life has gone, then when we seek a new role, we need to be really clear about what we are bringing. The problem with this shift in the career landscape, is that if you were prepared for the career for life then your education may not have empowered you to identify what brilliance you bring. The other problems is that if you are British, and you entered this world pre-1990, then to even speak of your brilliance will probably trigger all those beliefs about how arrogant and un-British if is to boast, and how ‘pride comes before a fall’.
Does that ring any bells? Firstly you have no practice in recognising your unique combination of skills, capabilities and personal attributes. Secondly, even if you could see them. it would be terribly wrong of you to sing those out loud. In the meantimes however, a whole heap of (outwardly at least!), self-confident millennials, are snapping at your heels to gain the role that is calling you. The good news is that you are wiser and more experienced than any of those young things who chase behind you. The bad news is that is entirely up to you to demonstrate this fact.
One practical task that you can do in order to identify what you bring is to make three lists: three lists of 40 of your sills, personal attributes and knowledge. Then when you have 40 each, try for ten more. Yes! its hard isn’t it. but what you are doing is drawing all that learning from all those past experiences and pulling it into the present as a resource. This resource, the investment of time and multiple is what the youngsters do not have.
One of the best ways of finishing the fear of selling your skills is to share this exercise with someone who holds you in good heart. If you both engage with the lists and both share them with each other then the fear of the consequences of voicing your own strengths will begin to fade. To further embed these skills read the lists daily. it is through repetition that we change out neural pathways, it is thought repetition that we can begin to internalise and own all that we are. When we know who we are we know what we bring to each and every role. The unique combination of Skills, knowledge, and Experiences, combined with you passion IS your Unique Selling Proposition. Nobody else has experienced the world in the way that you have. Get used to selling that, and you will empower yourself to move into the role you seek, in exactly the way you wish.
Explore here to learn more of career coaching with Rebecca and here for a glimpse into her coaching world.