The Tribune

By D’ARCY RAHMING

WHEN I initially wrote my first book, ‘Combat Jujutsu: the Lost Art’ back in 1991, it sold like hotcakes. At that time there were very few books available on this martial art, and it seemed as if every martial arts fan was anxious to get a copy. What was unique about this book was that it was written to meet the self-defense necessities of a western audience. And as such, it featured testimonials from persons who had actually used it in real life situations.

My unique selling position (USP) was summed up in my tagline, which appeared on the back cover: “Created on the battlefields of Feudal Japan. Refined on the streets of the South Bronx.” Unfortunately for me, Jujutsu was redefined a short time later by a Brazilian family who used its secrets to defeat other martial artists on a tournament that appeared on TV called the UFC. The Brazilians’ USP was that they could beat any other martial artist and put prize money behind it on TV.

It appeared that the lost art had been found. This gladiator-type tournament went on to make millions, and since my Jujutsu was not suited for sport in a ring but real street encounters, it quickly fell into obscurity again. The point of this is that not only do you need a USP, you also need to create a brand for your product that is not easily duplicated or, as in my case, supplanted by a more aggressive competitor.

A USP is the reason that someone would buy from you rather than any other person or company. So if you are selling the same thing everyone else sells, then your USP might just be that your service is simply better. Or your USP might consist of several parts. As I write, I think of McDonalds. People think of their USP being solely related to the products they offer, and the consistency with which the products are presented.

I mean, the Big Mac tastes the same wherever you are in the world. Although they may have different things on the menu, depending on the culture they are operating in. In reality, a part of the McDonalds USP is clean restrooms. In many cultures, the restroom in restaurants looks like it has been thrown in as an after-thought. It is rarely maintained to a high standard, and because people have varying toilet behaviours, McDonalds’ stance on cleanliness has created a powerful USP. So what is your USP?

NB: D’Arcy Rahming holds an MBA from the Kellogg School of Management at Northwestern University. A lecturer at the College of the Bahamas, Mr Rahming has clients in general insurance, retail, the health and medical fields, sports federations and financial services. He is also treasurer of the Bahamas Olympic Committee. To contact him he can be reached at DArcyRahmingsr@gmail.com.