How to ensure your USP is unique and relevant In the minds of consumers, quality and service and even integrity are not differentiators — they’re basic expectations. Consumers feel they have a right to assume your products are of good quality and your service is accommodating and that you'll treat them fairly and honestly. Additionally, most consumers simply aren’t able to judge levels of quality. And the majority of advancements in quality are so minor as to be indiscerni

Think of the last time you walked down the beer cooler aisle of your favorite adult beverage store. If it’s anything like mine, the cooler is so long, it has a vanishing point. Mass market brews, craft beers, flavored suds, ciders, imports, high-end, budget brews, darks, lights, in-betweens, pale ales, malts, stouts, silly names, clever gimmicks, and on and on. You get the idea. Now, imagine you owned a brewery. You and your brew crew are deciding how to compete with the p