Make your unique selling propositions a priority of your business operations.

1. If we are going to say it we must deliver it
   1. Our USPs win us work so we must produce
   2. We should always work to improve our ability to perform
   3. Overpromise and overdeliver
2. Build your USPs into your business
   1. They are part of the culture
   2. Actions of everyone should support them
   3. It’s the look and feel of your business – the brand
3. How do we make it a priority?
   1. Leadership – you must live and breath the USPs to your teams
      1. Recruit your champions for help
   2. Tell the stories and create reminders
   3. Create the battle for a cause
      1. People will band together for a cause