USP & NABC

Unique Selling Point (USP) or Unique Value Proposition(UVP) means what makes your business/ idea different from the competitor. It is just like a slogan but more than a slogan, because this USP will tell people the uniqueness of your product and why they must choose you. For example:

M&M - "Melt in your mouth, not in your hand"

M&M stand out from other candy as it use the hard sugar coating to preserve the chocolate inside so it won't melt in hand.

Starbucks - "Expect more than a coffee"

The real success behind Starbucks is going beyond coffee. It’s getting people to connect various positive things in daily life with “Starbucks” coffee. The USP is highlighting the idea of "connection".

The NABC framework is a systematic way to pitch an idea. If you are given 1 minute to present your idea to your customer, NABC can help to keep your presentation short and concise.

N: Need - Identify the user needs and understand their pain point?

A: Approach - what is the solution to the need / pain point?

B: Benefit Per Cost - How is the approach benefits the user?

C: Competition - How is the product / service stand out from the competitors?

Whether you are a salesperson, a designer or even a man who want to propose to girlfriend, you can simply apply the NABC method. It can be an effective tool that guide you through the entire design/ proposal process because it makes you to think beyond the idea as it is grounded in the main issue and user needs.