In marketing, U.S.P. is the acronym for unique selling proposition. The USP process answers the distinct question: "What distinguishes your product or service from similar products or services, even businesses as a whole?" After continually battling my wits using other recommended USP models, I developed my own -- a list of 50 questions -- that gave me the same results, but faster. [For simplicity, allow the word product to mean service as well.]

First, select an equal, or as closely matched as possible, playing competitor. Even if you sell apples, be careful in choosing your comparison. A Granny Smith apple is different from a Winesap. Even though both are a snack, each taste different and cook different. If you think there aren't any equals, be mindfully open, somewhere there is a close match -- guaranteed.

Second, gather whatever product information is available -- print or electronic. Lay the material out in singles for easy viewing. I like to color code, using highlighters, each set of USP characteristics. For instance, yellow for features, blue for the benefits. Later, when I'm ready to compare the apples, I use the abbreviations S and D for similar or different to mine. Poorly written material will produce limited results in your analysis. If this occurs, record their limitations and choose another player. Later, use this error list as a checklist against your own created material.

If you are a new player, select a player with fewer than two years in business or with the same number of selling products, otherwise, you will be working under "measurement stress." Measurement stress pleases the inner critic but will challenge your focus, energy, and your commitment.

Third, answer the following questions to create a list of their unique selling points:

1. How long have they been in business?
2. Where is the product on the maturity line? Is it a new product, old, or somewhere in-between?
3. Are there any business stories they tell? What type of story is it and how do they use it?
4. What is the size of their business? What are the advantages or disadvantages to their size?
5. Highlight all the product