Researching a product may uncover ‘hard facts,’ which is great. But sometimes you have to think around the product in order to come up with a unique idea or proposition.

There’s no point having a unique proposition that services no interest for the consumer: it needs to have something that would attract the consumers and generate a lot of potential sales (for example, a brand of car that comes in a unique shade of green is unlikely to be a unique selling point).

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