Finding your Unique Selling Proposition (USP) is all the rage right now. Everybody's talking about it. There are thousands of listings about USP on Google. Part of the reason USPs have become such a hot topic is because it's becoming more difficult to distinguish yourself from the competition. Basically, positioning is the essence of your business. It's everything your business stands for -- its purpose -- and why it exists. It's your business' products, services, and everything else you're involved in, wrapped up in one package. Determining your product's USP is trickier and more important than before.