Hatching a Usp

this is the presentation bertrand russell for the innovation and entrepreneurship center regarding the hatching forms today's talk is going to be that unique selling proposition essentially this is defined the nineteen forties as a position statement stated you would make in the marketplace here consumer and your suppliers and your employees would know exactly who you were the slick an example of this for example what does apple stand for whatever core values that you as a consumer c what about their employees or that people who develop technology for them or manufacture that for them remember the court values have to go across all of their product line the hundreds of different products that they offer and have one central value with team on which to stand by this should be you were u_s_ p in the marketplace so i think that the apple u_s_ p would be something along the lines of think different the products are well made there outside the mainstream market they have a cool factor highly engineered i think everyone would agree that this is pervasive across all of their products let's look at another player h_p_ what is their usb can anyone tell me with today represent went to their employees feel when they walk out the door at five o'clock who are day what place in your mind is each people i think it's at a company of the size and brett really has no snow set figure in your mind as to who they are and what they do really they have no usb this is a disaster this is a very big problem for each because you have no idea of what they stand for they don't know what they stand for there's no market opinion wider and business so let's talk about catching heinz ketchup a reputable manufacturer back in the eighties decide that they were going to take the high ground in the market and demand that they had the best idea and catch what was that idea that's right i'm stuck a fork in a plate of ketchup and it's still doubt and they said were effect except his thick nobody wants running catcher and of course this was a tremendous marketing campaign and imagine if you were a competitor to hines and you saw this coming and what do you do so let's say for example your dome aunty what do you do so we're talking about the problem of having a u_s_ p and then having theory framing argument for the content of your so you take a stand and now your competitor takes the stand in who comes out the better and the problem is how do you maintain your usb overtime this is an evolutionary problem so let's go back to look at del monte situation so here it is the competitors claim that they're sick so what is dome on tuesday they can say or thicker they have to take a totally different tack otherwise they look ridiculous so let's look at some of the options the del monte might have what do you think this might be well del monte might say for example it's about taste not taken airs we are all natural products would get the best flavor ketchup is about adding flavor we do it the old-fashioned way we mix a hundred percent tomatoes until they taken naturally now they're totally reframe the argument and of course here you have hines who would set the high ground with secretaries looking ridiculous even though del monte doesn't really say and those guys you spectators there's no accuracy tutorial problem here it's simply moving the message to a new framing argument that makes more sense and grabs new high ground few years ago there was a man named reagan who was our president and that was often thought that ronald reagan was too old to run for office a second term and there's a famous uh... moment in media where he absolutely change the argument on this sooner let's take a listen you already are the oldest president industry and some of your stuff that you were tired out your most recent encounter with mister just a reminder i recall yet that president kennedy wanted to go for days on end with very little sleep during the cuban missile crisis is their any doubt in your mind that you would be able to answer for nato-led true american know that also by will not make agent issue with his campaign i'm not going to exploit for political purposes my opponents youth and inexperienced and so i think it's fairly clear here what was going on here for reagan and how we changed that argument but the ski comes evolutionary problem for example i_b_m_ created the ability to hold the process corporate data then the next company comes along they have to take a new position change the restraining order and so let's say for example dell one of the few survivors of the p_c_r_ would say were holding in processing your personal data and then the next company coming along for example microsoft says will organize that data an ally to run it on any kind of pc and including windows actually in max to and then that and they get out suit by the next company coming along again this is an evolutionary process n_b_c_ did google changes the argument say it's really about search it's about searching the world from any computer on all the data so now we have the generational change as we go through this evolutionary process from one company to the next changing and grabbing the next hike ground face book of course as note it's about your social our kids the knowledge and understanding of your friends that you need to find and understand so they and again restrain the argument and from there we go to the next something that comes along for example and that would be group on group on says now you don't have to search for it you know it's local and we bring you the best stuff cheap so they're able to restrain the argument once again that's not the venue these other companies to try to getting these businesses they were unable to establish the high ground so then there's twitter as another example you only need to say that in short brief headlines everything you do as a hundred and forty characters so this evolutionary process is continuing and for example currently i would say that interest takes all of the former ideas and stores in shares your wants and desires with your social media and this is a perfect example out class index former companies and incorporating everything they did into the next model this is an evolutionary thing in many cases where we had this constant usb and restraining of the argument the next problem courses the creative destruction aspect of this when the company has to take it insert certainly microsoft is try to get into browsers and do other things and they've gotten into search bigan and they're continually pending but or they winning at this battle and you see companies like face book going against a gram for a billion dollars so it's very hard to kill your current u_s_ fee because that's your cash cow intended to do another business they're continually delaying it as we evolve and developed so well let's take a quick exercise an action that you will that you are tablet computer company going up against apple computer enough five minutes we're going to break up into groups and then will spend one minute each group uh... presenting their usb and then we'll discuss a restraining argument for that usd here again on the definitions let's review those together here quickly and let's get started and then we'll go from there again my name is toward russell i appreciate uh... you giving me time today i'm happy to help anyone in the romans startup for business in which is to have some insights into what's the navy they have approached before thank you for your time today