USP – Unique Selling Point is a concept that is used many times to convince investors, sales people, employees, stakeholders that the business/product/service is special.
But USPs can in most instances be replicated or are not that special!
However, URP – Unique Remarkable Point is more difficult to replicate but even more difficult to replicate is a URB -Unique Remarkable Business. This type of business has many URPs.
It’s difficult to replicate because you need to have courage, empathy and competitors need to know what you know.
Seth Godin calls it purple cow.
Jay Bear call it talk triggers.