Forget the USP. Find the Unique Consumer Insight.

Agencies still spend way too much time trying to identify a client’s Unique Selling Proposition (USP). 

The problem is that these USP’s don’t stay unique for long—or they simply aren’t relevant (let alone compelling) to the audience.

The much better, yet far more difficult, approach is to find the Unique Consumer Insight—a rational or emotional “hot button” that opens people’s minds and intrigues them to learn more about your company or product.’s new “Stork” ad (click on video above) epitomizes this “outside-in” strategy. There isn’t a word here about Monster, yet it speaks volumes to the mindset of many in today’s workplace. 

Kudos to the team at BBDO who created the ad. The stork would certainly be proud of you.