ForumsAdvertising, Sales and Marketing

Yes and no.

It starts with the USP but expands beyond that when you start understanding how the customer perceives what you are offering. It is about establishing a two way communication with customers you can tell them what your USP is, and they tell you what it means to them.

If we listen to them, we realized that there is a message or story that speaks to customers and not at them. This message makes selling easier, and more profitable - you can better target your marketing, increase response (sells), and reduce waste of budget. I have seen the conversation become so informative that the customers have helped to improve the product.