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No business exists in a vacuum. In the marketplace alongside of you are competitive products/services and companies. Like it or not, potential customers have a certain perception of your company versus your competitors'. If you've done your job as a smart businessperson and marketer, that perception will match the positioning you want. Your USP is like your one-two or three-minute "Elevator speech" condensed into one sentence. And it is based on your positioning in the marketplace.
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